YouTube is sitting atop the social media pile, a report says.

Parcel delivery firms such as DHL and FedEx might want to turn their attention to YouTube as a marketing channel.

The video-based social media site is the most talked-about in the field, according to the Zeta 2010 Buzz Awards.

Ranking the 125 top social media sites, the awards also take into consideration whether the comments being made are positive about a particular site.

YouTube and Flickr seem to be viewed positively, while some of the original social networks like MySpace, Craigslist and Friendster all fell out of the top ten this year.

"We held a mirror up to the social media world and try to get an understanding of what people are saying about the various social networking sites," Al DiGuido, chief executive officer of Zeta Interactive, is reported by Yahoo as saying.

"Flickr was very, very strong in terms of volume ranking but even stronger in terms of tone."

Today's Group managing director recently told thegrocer.co.uk that Facebook will be a key business tool for retailers.

Posted by Laura Rathbone

Article Added: 13/12/2010 16:17:41