The Brands in Social Media report, published by online PR firm Immediate Future, found that the web giants lead the way in terms of mentions in blogs, social networks and photo and video sharing sites.
While the technology industry dominates the top 10 brand mentions, fast moving consumer goods and automotive industries also gain a large share of the conversation.
Katy Howell, managing director of Immediate Future, said: "Social media and consumer participation are growing at lightening speed. Conversations about brands are unfiltered, unchecked and outside the control of marketers.
"Brands are being discussed, applauded and criticised across the web. It is time for companies to pay attention to the online conversations and look at strategies to get involved with their audiences."
Social media is frequently driving news agendas, affecting search engine rankings and purchase decisions. Audiences are instinctively turning to the web for information, and ultimately a brand's online reputation will affect brand value.
The Immediate Future report highlights the necessity for companies to monitor brand conversations.
Listening to consumer opinion, identifying the influencers and learning to participate, collaborate and share in the social media conversation are now essential requirements for a successful brand.
"It is clear from our research that a brand's economic success offline does not necessarily translate to a strong, positive share of voice online. Reputations are increasingly being made and destroyed on the web," said Howell.
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