Brands are measured on 65 different criteria to come up with a 'connectedness' score out of a possible 10 points.
The Connected Brands Index measurement has been developed by iCrossing. It looks at presence and consumer engagement across social media channels such as Twitter, Facebook and YouTube; unique visitors, inbound URLs and consumer actions on corporate blogs; and a review of each brand's website.
ICrossing has used the measurement on the top 10 brands in Interbrand's annual global brand survey, discovering that Google ranks highest, with a score of 7.99. The only other brands to score more than five were Disney and Intel. McDonald's was the worst performer from the list, with a score of only 3.4.
Adam Lavelle, chief strategy officer at iCrossing, said: "Brands know they need to connect with consumers across new media channels. Connectedness is an approach to marketing within networks that focuses on audiences, not targets, dialogue not shouting, and building trust that lasts. The Connected Brands Scorecard is designed to help brands quantify their online relationship with consumers."
'Connectedness' rankings for Interbrand's top 10 global brands
1 Google
2 Disney
3 Intel
4 Microsoft
5 Coca-Cola
6 IBM
7 Toyota
8 GE
9 Nokia
10McDonalds
Source: Connected Brands Index, iCrossing
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