Sociagility has investigated the social media performance of some of the digital agencies, comparing and contrasting indices on how well they engage and interact using social media sites such as Twitter, Facebook and YouTube. The investigation is based on the Sociagility Social Performance Index (SPI) that evaluates which of 25 digital agencies leads the industry.

Of the agencies examined, the findings show that the Interpublic Group’s digital offering, R/GA, scored the highest overall, topping the chart as the most interactive, trusting and engaging agency due to its frequent use of Twitter for interaction and engagement. The Interpublic Group, with a leading SPI of 455, 4.5 times the average, also scored the strongest numbers in both Awareness Quotient (AQ) and Engagement Quotient (EQ).

AKQA was ranked second highest with an SPI close to 400. The two leaders together outperformed the rest by a great margin, suggesting a lesser success and awareness of other agencies to maintaining popularity and maximising return through social media. Other leaders included SapientNitro, iProspect and TBG Digital, which are the only six agencies scoring above average in the study. It is also suggested that agencies such as Essence, VCCP and G2 Joshua demonstrate a large amount of potential in improving their social engagement with their target communities.

Although most of the agencies provide integrated digital advertising and marketing services, only two-third of the agencies seemed to be utilizing all the popular social media channels, let alone a few failing to provide even noticeable links on their home pages. A number of agencies that are considered as ‘laggards’ at the bottom of the chart clearly have much room to improve in order to sustain their competitiveness in the industry.