Jan 26, 2012 • By

Being social and a good place to work

Many of the companies on Fortune’s 2012 “100 Best Companies to Work For” list have something in common that could be viewed as a mere coincidence, or at least a thought-provoking correlation.

That’s what Jay Baer concluded after he looked the list over last week. The social media consultant and co-author of “The NOW Revolution” was curious about the connection between companies on Fortune’s list and their ranking on the Dachis Social Business Index.

Baer did the legwork to crunch the numbers for a post on his “Convince and Convert” blog.

He admits, the fact that 11 of the top 100 companies in the Social Business Index – which includes General Mills – also are on Fortune’s 100 Best Companies to Work For in 2012 isn’t scientific.

But he was surprised, overall, that 40 of the 100 on Fortune’s list are ranked in the top 900 companies in the Social Business Index.

In this audio clip from our conversation, Baer says most people who work in social media do believe that the two lists go hand-in-hand.

Baer also told me that while there may not be enough commonality between the lists, and they have different methodologies, it’s still a significant connection from his point of view.

“Having everybody in your company rowing in the same direction makes it a lot easier to not only be nimble in a real-time world … I think it also drives freedom. The freedom to be less formal, the freedom to be more translucent with your customers – the things that we would typically identify with being social. I feel that is a natural byproduct of an organization where everybody is on the same playbook.”

Again, you can read Baer’s post on his blog.

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  • jaybaer

    Thanks very much Kevin. It was great to speak with you, and congratulations to you and everyone at General Mills for being a leader in all directions. I would love to do more research in this area, and am hoping to work with Dachis and others to refine a methodology. 

    • Kevin Hunt

      Thanks again for taking the time to talk with me for this post, Jay. We look forward to seeing more insight into this area, as companies mature in both their social media approach behind-the-scenes and their daily activities online.

  • Doug Kern

    Thanks Kevin. It makes total sense that a company’s social performance is correlated to things like innovation, economic performance and being a cool place to work. Over time, as every business moves towards becoming a social business, this linkage will likely become tighter.

    At Dachis Group, we built to give brand marketers a better (and free) way to measure social performance by tracking the activity across 30,000 brands and hundreds of millions of accounts.

    Anyone with an email linked to one of the tracked brands can register and compare metrics in awareness, mindshare and advocacy vs peers and competitors.

    P.S. Congrats on big jump this week!

  • Jenay Sellers

    Great article, General Mills is definitely setting the pace when it comes to their best in class behind-the-scenes and daily social media efforts. To learn more about what General Mills is doing to fuel internal collaboration socially, you can check out a short video at: