adidasNewcastle-based Admiral PR has created a report measuring the top performing 200 companies in the North of England, using over 15 different social media and online ‘markers’, to discover how they fare in terms of making the most impact from their use of social media.

The Admiral research suggests that overall B2C (business to consumer) companies make better use of all social media channels and that companies in the North West are generally doing better than those in Yorkshire and the North East.

Adidas topped the table scoring 83 per cent, with Admiral citing the company’s customer engagement via its own website as well as Facebook and Twitter being outstanding. However added Admiral, overall only 15 companies in the Top 200 achieved a score of over 50 out of 100.

An Adidas spokesperson said: “It’s great news to top an index of this kind – focused entirely on how well we’ve utilised social media to communicate with our UK customer base. Although we could never have expected this a decade ago, the explosion of social media called for a change in strategy and has fundamentally transformed the way we do business.

“Online communications via our blog and website, or in communities such as Twitter and Facebook, lie at the heart of how we connect with those who matter – our customers and the world around us. Topping Admiral PR’s Index is a reflection of how we have changed the way we engage and interact as a brand.

“Social media has given us an instant, direct connection with individuals that we’ve never had previously, and has helped us to improve and innovate based on powerful customer feedback and intel.”

Other companies listed within the top 10 included Matalan, JD Sports, Newcastle Utd, Sage, the Co-op, Talk Talk and Barbour.