NOVEMBER
Smirnoff's Nightlife Exchange Project took place, as 50 countries 'swapped nights'. It created a significant spike in conversation on 12 and 13 November.
DECEMBER
Smirnoff US used the share function on Facebook for its 'Fluffed and Whipped' campaign just in time for the New Year.
JANUARY
A Facebook GB post against drink-driving - 'there's dumber things, but it's a short list' - went wrong, as it confused fans and created numerous arguments.
FEBRUARY
A product-placement deal with Madonna for the music video of her single Give Me All Your Luvin' failed to create a splash online.
Smirnoff is a brand that understands social media's power, yet its use of a product-placement deal with Madonna has been underwhelming. Its first Madge-related tweet prompted just six retweets and there are no Madonna landing tabs on Facebook. Perhaps the deal has restrictions.
The Yomego SMR Index helps brands to benchmark their popularity, in social channels. Follow @YomegoSocial
Methodology:The Social Media Reputation (SMR) score provides a benchmark to gauge brands' respective popularity.
The score is derived by averaging the noise around a brand (reach) with its popularity (satisfaction).
Then the numbers from the last month are compared to the previous three months to apply a topical adjustment (recency).
An algorithm and some more human analysis later produces the SMR score.
To boost accuracy, a representative sample of the automated sentiment data is validated by Yomego's expert team.