Fathom analytics for facebook dec 2011

© 2011 FATHOM RESEARCH, LLC 11/26/11 1© 2011 FATHOM RESEARCH, LLC 11/26/11 1
How can I deepen
my relationship with
customers on Facebook?

© 2011 FATHOM RESEARCH, LLC 11/26/11 2
CONTENTS
1. Introducing Fathom Analytics for Facebook
2. 20 Facebook Relationship Builders
3. Top Brand Rankings
“What is a scientist after all? It is
a curious man looking through a
keyhole, the keyhole of
nature, trying to know what's
going on.” – Jacques Yves
Cousteau

INTRODUCING FATHOM
ANALYTICS FOR FACEBOOK
Fathom Research puts sophisticated web-based
Facebook analysis tools in your hands.

Counting your posts and likes can give you a feel
for the size of your Facebook audience, but it
does not really tell you the whole story.
For example, did you know that people often
“like” cellular service providers in order to tell
them how much hate them? Just ask Verizon &
AT&T.
So how, then, do you figure out what your “fans”
really think of you, and more importantly, how
do you create a strategy that improves your
relationship with them?
Allow us to introduce Fathom.
www.fathomresearch.com
Do your fans like you – REALLY like you – or do they just like you
to hate you?
Love
Hate
Though Verizon receives a high level of customer response via
Facebook, much of it is negative in sentiment.

Starbucks conversation between 11/17 and 11/28 trended toward
holiday drink specials and drinking black coffee on Black Friday.
Fathom Analytics for Facebook focuses on the
question, “How can I deepen my relationships
with customers on Facebook?”
• More sophisticated relationship
scoring incorporates sentiment and
momentum into analysis of post and likes
volume.
• Custom category comparison lets you
compare your efforts with those of a hand-
picked group of competitors.
• Best in class benchmarking lets you
compare with the best in the business.
• Relationship drivers mapping
identifies what compels customers to
engage with you.
• Action education provides tailored
advice on how to deepen your customer
relationships.
• Success monitoring enables you to track
progress over time.
Fathom Analytics helps you evaluate your Facebook strategy and
provides insights to help improve your relationship with fans.
sugar
cream
friday
black
happy
free
love
coffee
drink holidays

Fathom Research is an offshoot of
MotiveQuest, which has pioneered social
research for the past 8 years.
MotiveQuest has built the most sophisticated
social media analytics available and provides
expert consulting to Fortune 500
companies, helping them answer questions like
“What do my customers care about most?” and
“How can I deepen my Facebook relationship
with my fans?”
Presented in an easy-to-use “do-it-yourself”
format, the revolutionary Fathom Research tools
now make Motive Quest’s technology accessible
to smaller businesses. Each web-based tool is
designed to answer one specific question really
well, just like a smartphone app.
The first tool to be launched, “Fathom Analytics
for Facebook,” focuses on helping businesses
build stronger customer relationships through
Facebook.
Fathom Research puts powerful MotiveQuest analytics in your hands with
a suite of innovative, web-based tools.
powered by

In this document, we present
• Examples of output from Fathom Analytics
for Facebook
• 20 Facebook Relationship Builders: tips for
increasing engagement with Facebook fans
• Top-scoring brands according to Fathom’s
Facebook Relationship Quality Index (RQI)
This report has been created entirely using
insights produced by Fathom Analytics for
Facebook using data from September through
November 2011.
If you like the insights, you can try the tool
yourself at www.fathomresearch.com.
Fathom Analytics is prepopulated with data from the 200 biggest US
advertisers so you can explore the tool’s capabilities yourself.
Three of Starbucks’ posts (in red) ranked in the top 10 (based on
fan response) of the Restaurant category 11/17 -11/28.

Rank Brand RQI
1 90
2 88
3 87
4 86
5 84
6 83
7 83
8 83
9 82
10 82
11 82
12 81
13 81
14 80
15 80
16 80
17 80
18 80
19 80
20 80
Top-performing brands all earned millions of
likes and thousands (or tens of thousands) of fan
posts.
YouTube tops the list because it appeals to a
broad audience and encourages conversation by
curating the selection of videos posted on its
Facebook wall.
Fathom rates brands according to the Facebook Relationship Quality
Index (RQI); YouTube tops the list.

20 WAYS TO STRENGTHEN
YOUR RELATIONSHIP WITH
FACEBOOK FANS
Using Fathom Analytics for Facebook, we identified
the 20 most engaging posting strategies.

Fathom data allowed us to identify 20 Facebook Relationship Builders:
activities that help brands strengthen bonds with fans.
INVITE INTERACTION.
1. Ask meaningful questions.
2. Let fans know you are listening.
ENCOURAGE STORYTELLING.
3. Evoke nostalgia.
4. Inspire imagination.
5. Share photos.
EXCHANGE IDEAS.
6. Encourage creativity.
7. Tackle the issues.
CELEBRATE.
8. Commemorate milestones.
9. Participate in seasonal traditions.
JUST HAVE FUN.
10. Connect your brand to fans’ passions.
11. Fill in the _________.
12. Play a game.
13. Offer deals, contests, & promotions.
SHOW SOME PERSONALITY.
14. Let characters represent your brand.
15. Leverage star power.
16. Be irreverent.
17. Talk about something besides your
product.
MAKE CONNECTIONS.
18. Share content.
19. Champion a good cause.
20. Make your product relevant to
everyday life.

The first step is to simply
ask people to engage
with your brand.
Posts that encourage people to become fans
and continue interacting with you is a key to
success on Facebook. Few approaches are as
effective as asking provocative direct
questions. However, your job does not
end there; fans need to know they are
being heard.
INVITE
INTERACTION:

Instead of focusing solely on your product, engage
fans with questions that resonate on a deeper, more
personal level to show that you truly want to get to
know them in ways that are relevant to your brand.
“80% of women agree that every woman
has something about her that is beautiful,
but only 4% see beauty in themselves.
Let‟s change the stats: Tell us at least one
thing that you love about yourself in the
comments!” – Dove
Ask meaningful questions.
Facebook Relationship Builder #1:

It is important to let fans know that you hear them
both as a community and as individuals. BMW
makes posts such as the one above but also
responds to individual fan’s questions and
comments posted on their Facebook wall.
“From your comments, we know that
many of you are waiting for the next
BMW 3 Series. Well, we have great news
for you: Tomorrow at 4.00 pm CEST, we
will present the all-new BMW 3 Series
Sedan to the world....We are mighty
excited, how about you?” – BMW
Let fans know you are listening.

VS
Inspiration and outreach set
Dove’s Facebook engagement
apart from its competitors.
RIVALRY:
Dove vs. Olay
74 67
Dove and Olay promote products people love and
celebrate women on their Facebook pages. However,
Dove’s commitment to inspiring self-esteem in “real
women” distinguishes it from Olay’s primarily product-
focused posts.
“Dove is committed to inspiring women and girls to reach their
full potential. As a working mom, Julianna Margulies knows
women put tremendous pressure on themselves to „be
everything.‟ How do you balance work and personal life?”
Love
Inspired
Love
Excited
Dove’s questions inspire deeper thought and let fans
bring the products into the conversation, whereas Olay’s
most popular posts lead with the product and generate
excitement through samples or deals.
“Calling all busy moms! Take a moment for yourself from all
that running around. If you wanted to treat yourself a little,
which Olay products would you surprise yourself with to treat
your face & body?”
“Thank you for my gift of the full size package of Total Effects
today!!! I really appreciate it and am so excited to start using
it!” – Olay fan post

ENCOURAGE
STORYTELLING:
Sharing personal stories
enables fans to bond
with each other and your
brand.
People love to talk about themselves and
willingly share personal stories on
Facebook. Creative prompts – verbal or
visual – encourage fans to open up and
relate their experiences, which strengthens
their sense of connection with your brand.
Common experiences among fans can also
foster a sense of community that will keep
people coming back to your Facebook page.

Encouraging people to think about how long your
brand has been part of their lives reminds them of
its role in their personal history. Shared memories
can spark conversations between fans,
strengthening the community.
“This Week's Featured Fan Photo was
uploaded by Dale Foust who captured
his father's Ford truck next to his own.
How long has Ford run in your family?”
– Ford Motor Company
Evoke nostalgia.

For aspirational brands like fashion or cars, giving
people an opportunity to let their imaginations take
over can make the brand Facebook page more
accessible, allowing those who do not own one of
your products (yet) to be part of the conversation.
“Are you taking a long-weekend
roadtrip? We left the driver seat open on
this R8 Spyder, so that you could imagine
yourself behind the wheel. Tell us where
you would go if you had the chance to
drive an R8 for three days.” – Audi
Inspire imagination.

In the automotive category, photos level the playing
field between car enthusiasts and the masses and
extend the reach of special events – over both time
and distance. Consider not only posting photos
for response but also allowing fans to share their
own photos.
Ford documented the annual “Mustang
Memories Car Show” in Michigan and
posted the photos on the brand page.
By attending and sharing the event, the
brand took a local passion and turned it
into a global experience.
Share photos.

VS
BMW appeals to aspiration and
fantasy to engage their fans.RIVALRY:
BMW vs. Lexus
77 64
BMW’s posts routinely outperform those by other brands
in the automotive category. Their posts not only
showcase the cars verbally and visually but also give fans
permission to daydream.
“Look what we found at the BMW Welt in Munich: The BMW
M3 Showcar „Chrome Bullet‟. Not for everyone, but certainly
an eyecatcher. What would you like to see reflected in its
shiny surface?”
“Driving through London in the new BMW 1 Series is definitely a
highlight: Tower Bridge, Houses of Parliament, the London Eye
... What would be your favorite city to drive a BMW 1 Series?”
Posts by Lexus on the other hand, read more like
catalogue descriptions and fail to generate much
excitement (or response) with their bland language and
lack of questions.
“This is more than a vehicle that‟s designed to perform
efficiently. It is a vehicle designed to put the driver at the
leading edge. Take a peek at the latest GS hybrid images
here. Options shown.”

EXCHANGE
IDEAS:
Let fans know their
thoughts count by
providing a forum for
ideas and debate.
Soliciting innovative ideas or sparking a
debate about your product space can be a
good way to let fans know you value their
opinions. The conversation does not need to
be directly about your brand, but seed
discussions to keep it at the top of fans’
minds. Provide guidance to keep people
from straying too far or engaging in
behaviors that discourage others from
participating.

Asking fans to participate in innovation gives them a
sense of ownership with your brand. On Facebook,
Starbucks shares how they are implementing
suggestions received through their “Ideas in Action”
blog. Electronics brands are also taking note of fans’
eager and opinionated voices, giving them a platform
to contribute to product evolution.
“For the first time ever, we have a
Starbucks Card with Braille on it! We are
very proud to bring this to our stores. Do
you have an idea for Starbucks? Share it
here. You can also view others' ideas -
vote on them, comment, and then come
back to see ideas in action.”
Encourage creativity.

Posts that spark debate among fans are particularly
well-suited to brands that produce content, though
relevant content can easily be “borrowed” and
reposted to get the conversation going. Take care to
create an environment in which fans feel
comfortable posting and discussion stays friendly so
it does not adversely affect brand perceptions.
“„There are still too many Republicans in
Congress who have refused to listen to
the voices of reason,‟ Obama said. „That
refusal continues to be the main
stumbling block.‟ Do you agree with
Obama, or was it a bipartisan failure?”
– ABC News
Tackle the issues.

VS
Starbucks asks fans to play a part
in improving the overall customer
experience.
RIVALRY:
Starbucks vs. Dunkin’ Donuts
86 79
In addition to promoting their product, Starbucks uses
their Facebook page to collect ideas and show how they
are listening and responding, thereby creating
community, inclusion, and accessibility.
“Starbucks.. pretty smart. I saw the card in the store. Very
pretty. The family member can see the picture and the blind
friend/family member can read it COOL.” – Starbucks fan post
“For all of us at the Georgia Academy for the Blind, please
accept our sincere thanks, Starbucks! … I can't wait to buy gift
cards for my students and friends.” – Starbucks fan post
Dunkin’ Donuts does a good job of asking questions, but
the posts are more product focused, lacking the broader
sense of community fostered by Starbucks. Although
Dunkin’ Donuts’ fans are passionate about the coffee,
Dunkin’ could deepen the relationship by engaging them
on more levels.
“How many cups of DD Coffee does it take to get your
MonDDay running?” – Dunkin‟ Donuts fan post
“We‟re brewing a heated debate! Now that autumn has
arriveDD, do you crave hot or iced coffee?” – Dunkin‟ Donuts
fan post

CELEBRATE:
Let fans celebrate with
your brand.
Celebrate milestones, celebrate the seasons,
but most of all, make sure your fans know
you celebrate them. Participating in
important events with fans and including
them in your brand’s special moments will
generate excitement and momentum that
can carry through “average” days as well.

Much of Facebook user activity revolves around
sharing and celebrating milestones like birthdays,
weight loss, and accomplishments. Share your
brand’s special moments and invite your fans to do
the same.
“Happy birthday, PS3! With PS3 turning 5
today, the world's best game designers
celebrate by naming their 3 favorite PS3
games of all time. What are yours?”
– Playstation
Commemorate milestones.

Holidays and seasonal events (such as back-to-
school) offer merchants ample opportunity to
creatively draw customers to their merchandise. Go
beyond gimmicks and sales pitches to really get fans
in the spirit. For example, Macy’s did not just
promote their Black Friday sale; they opened a
conversation about holiday wishes.
“Black Friday is just one week away! If
you could choose anything at Macy‟s to
go on sale next week, what would it be?”
– Macy‟s
Participate in seasonal traditions.

VS
Capital One engages fans by
asking fans to share how they
celebrate the holidays.
RIVALRY:
Capital One vs. Wells Fargo
74 46
Capital One has the highest RQI of any brand in the
Financial category, largely because its posts focus on
topics other than serious finances, including games,
special events, and simple tips.
“Any day with turkey legs is our Visigoths' favorite day of the
year. With Thanksgiving one week away, what are you most
excited to eat on Turkey day?”
Both Capitol One and Wells Fargo commemorated
Veteran’s day, but Capitol One invited fans to share their
personal stories about veterans close to them while Wells
Fargo simply made a statement.
“Today is Veteran‟s Day. Are there any Veterans in your life
you‟d like to thank?” – Capital One
“Happy Veterans Day! Today we honor and say thank you to
all the brave men and women who have served and are
currently serving our wonderful country.” – Wells Fargo
In general, Wells Fargo uses its Facebook page to post
information for customers but fails to engage them
beyond the financial discussion. “Fan” posts are often
complaints about the bank’s services.

JUST HAVE
FUN:
Take a step back from
selling your product once
in a while.
Your posts do not always have to directly
concern your product; in fact, fans get
turned off by a constant stream of sales
pitches. Lighten up and have some fun.
Allow your brand to show a little character,
play some games, and give fans some quick
and easy ways to show their interest.

Make a connection with things that people are
passionate about. Post a game for fans who like
games. Or, start a discussion about a band if (like
Best Buy) you sell music-related products.
“What is your favorite song from The
Beatles? Today in 1962 The Beatles
released their first single „Love Me Do‟ in
the UK.” – Best Buy
Connect your brand to fans’ passions.

One-word response activities like fill-in-the-blank
questions are a quick, easy, and fun way to get fans
to respond without requiring a lot of effort. Be sure
to avoid over-focusing on your brand; fans know
who you are already. Varying the subject – brand-
focused vs. general interest – keeps your dialogue
with fans fresh and interesting.
“Fill in the blank! When I‟m listening to my
favorite radio station, I crank up the
volume when I hear _____.” – Burger King
Fill in the ________.

Games strengthen the bond with current fans and
increase your following when they encourage friends
to play. Capital One (with Zynga), Dr Pepper (with
EA) use games that create a link between the “real”
and virtual words.
“You‟ve only got a couple days left to
grab exclusive Capital One rewards in
@FarmVille and @Pioneer Trail! Hurry
over to find out what‟s available.”
– Capital One
Play a game.

A good deal or a chance to win prizes is almost
guaranteed to attract new people. For example,
Amazon’s sweepstakes also encourages participants
to involve their friends. However, make sure you
can deliver on your promise in a timely manner; if
you do not, fans will quickly turn on you.
“Like this post if you have entered the
Amazon Win with Friends Sweepstakes!
Who did you pick for a chance to win
with you?” – Amazon.com
Offer deals, contests, & promotions.

VS
Best Buy connects with fans’
passions, while Amazon focuses
on the products it sells.
RIVALRY:
Best Buy vs. Amazon.com
80 69
Best Buy engages its fans by connecting with their
passion for music and gaming while Amazon is more
focused on promoting the products it sells. Best Buy may
reference a product, but posts are often conversational
without a hard sell.
“Attention dragon slayers - you need to check out the latest in
this RPG series; Elder Scrolls V: Skyrim The next chapter in the
Elder Scrolls saga, Skyrim, reimagines and revolutionizes the
fantasy epic, bringing to life a complete virtual world open for
you to explore any way you choose. This time, you don‟t just
play as a character, you truly become whomever it is you wish
to be.”
One of Amazon’s advantages is its ability to compete on
price. However, talking about price is just not much fun.
Rather, Amazon might focus on what the products
inspire or what the savings make possible.
“The upcoming season of „Desperate Housewives‟ will be the
final season. Which cancelled show do you wish was still on
the air? For a limited time, Save $10 when you order
Desperate Housewives: The Complete Seventh Season with
any of the previous seasons.”

SHOW SOME
PERSONALITY:
Show fans your brand has
a human (or animal) side.
Your product should not have to bear the
entire weight of fans’ relationship with your
brand; sometimes talking to someone
instead of talking about something is a
welcome break. Celebrities and fictional
characters serve as brand ambassadors that
help to convey your brand’s personality and
give fans a face they can relate to. It can be
fun to engage in small talk sometimes.

Facilitate a relationship between your brand’s
characters (old and new) and your fans. Disney is
particularly fortunate in having such a large cast,
but insurance companies, such as Allstate
(Mayhem) and GEICO (the Gecko), and
automobiles , such as Ford Focus (Doug, the Orange
Puppet) have also successfully used this strategy.
“Meet Merida, Disney Pixar's newest hero.
Like Brave on Facebook.” – Disney
“Sometimes magic appears in
unexpected places. Watch as Mickey
Mouse brings a touch of Disney Parks to
New York City.” – Disney
Let characters represent your brand.

Celebrity spokespeople certainly draw attention but
interaction with famous people dramatically
increases fans’ excitement. ESPN’s “Audibles”
allows fans to connect with a rotating panel of NFL
greats by asking questions through Facebook and
Twitter.
“1) You play ... to win ... the game!
2) Hello!?
3) COMMENT with an NFL-related
question, and Coach Herm might answer
it ON TV tonight on Audibles.” – ESPN
Leverage star power.

Don’t take yourself too seriously. Give fans a laugh
and make your brand more approachable by being a
little irreverent. Allstate makes the insurance
conversation more interesting through its Mayhem
ads and Facebook posts, which amuse fans while
reminding them why they need insurance.
“I can't wait to be black ice. It goes well
with my suit.” – Mayhem
“It's hot. I think I'll drive into an ice cream
truck today.” – Mayhem
Be irreverent.

All business, all the time is no fun. Go off topic once
in a while and make small talk with your fans,
whether you ask a lighthearted question or provoke
their thoughts about an issue that is meaningful to
your brand community.
“Does running in place while on Facebook
count as exercise?” – Coca-Cola
“Holidays are meant for friends,
family and home. Help the polar bear's
home today!” – Coca-Cola
Talk about something besides your product.

VS
Mayhem’s irreverence makes fans
laugh while reminding them they
need Allstate’s products.
RIVALRY:
Mayhem vs. the Gecko
70 57
The pithy, irreverent posts by Mayhem provoke fan
responses by bringing a little harmless shock value and
some laughs to the insurance conversation. Mayhem
describes situations insurance customers can relate to
while diffusing the negative feelings of such experiences
through humor.
“Ate the best sandwich for lunch. It had leftover turkey,
cranberry sauce, and a sticky note that said „Dave's.‟”
“I use my high beams because I like being able to see you not
being able to see.”
GEICO’s characters, like the Gecko, may be lovable (or
annoying), and they certainly make insurance less
intimidating, but their posts are more mundane without
the edgy humor of Mayhem.
“I enjoyed my first day in NYC, but it‟s hard to flag down a taxi
when you‟re 6.9 inches tall. Got any tips? #GeckoJourney
#NYC”

MAKE
CONNECTIONS:
Engage beyond the
confines of your
Facebook page to create
a deeper connection with
your fans.
Use your Facebook page to showcase your
brand AND as a spotlight on how you are
connected with the larger community.
Sharing content, embracing causes, and
staying relevant to people’s complex lives
makes your brand a better friend to
consumers.

Content providers like Xfinity have an advantage
here, but providing fans with links to appealing,
relevant articles and videos – created by your team
or not – is like giving them a small gift, whether it is
simply entertaining or serves to raise awareness
about a particular issue, cause, or opportunity.
“Re-watch last night's Dancing With The
Stars dances. Who did you like? Who do
you think will go? Click here and watch
the recap.” – Xfinity
Share content.

Building a separate page for community outreach
allows companies to focus and segment their
Facebook activity and gives them a chance to
showcase the good they do under their brand’s
name. Banks like Chase and Bank of America, and
the cable company Comcast, make their community
outreach pages their main (or only) Facebook
property.
“Like the American Giving Awards so you
can vote to help 5 charities win grants!
The American Giving Awards Presented
by Chase: A Celebrity Tribute to
Community Heroes” – Chase
Champion a good cause.

Create posts that tell fans you understand how your
product fits into their lives. For example, Dr
Pepper’s Ten Man’Ments campaign, successful due
in part to the controversy it ignited, showed men
that the new TEN product “gets” them. American
Express shows that they understand money is a
means to an end, by asking what credit cards make
possible.
“Dr Pepper TEN Man‟Ment #7 No posting
pics of your lunch. If you‟re doing it right
now, consider yourself a Man‟Ment
breaker.” – Dr Pepper
Make your product relevant to everyday life.

VS
Xfinity gives fans what they expect
from their content provider: links to
watchable content.
RIVALRY:
Xfinity vs. FiOS
69 50
Xfinity posts several links to free content each day for
fans to not only watch but also discuss. Though fans are
sent away from Facebook to watch clips on Xfinity’s site,
they are encouraged to come back and respond to
Xfinity’s prompts for feedback.
“If you ever wondered how Snow White and Prince Charming
first met, you must watch the most recent episode of Once
Upon a Time. http://bit.ly/ua9cVP Click LIKE if you love this
show as much as us. Click here to watch the latest episode
online now.”
“Click LIKE to send a happy birthday to Adam Sandler, who
turns 45 today. What's your favorite Sandler movie? Click here
and watch [Grown Ups].”
FiOS also shares information and content, but most links
lead to text articles or paid content. “Fan” conversation
tends to stray toward negative discussion of FiOS service.
“Staying in tonight? Sit back, relax, and have a FiOS movie
night. Check out Tyler Perry's Madea's Big Happy Family, Prom,
or Hoodwinked Too! Hood vs. Evil at a discounted price! In the
mood for a flick? Visit the FiOS TV Central Spotlight section to
see what on demand movies are being featured for the week.
Sign up to receive Spotlight emails to stay in the know.”

Interpersonal relationships are seldom built on
one type of interaction; at different times we talk
about serious things, make jokes, have long
conversations, or just say “hi.”
Likewise, a solid relationship with customers
cannot be built using the same type of posts all the
time, and not every post type is appropriate for
every brand. Those most successful on Facebook
use a variety of posts to keep content fresh and
capture fans’ attention.
For example, Coca-Cola’s posts include direct
appeals to fans’ for likes, off-topic small talk, fill-
in-the-blanks, and announcements about their
collaboration with the World Wild Life Federation.
As you build your Facebook relationship strategy,
test different approaches and monitor their
success. Use Fathom to help you track which posts
inspire the most responses and whether these
responses are positive or negative.
In summary, remember that Facebook engagement strategy is not “one
size fits all.”

www.fathomresearch.com
powered by

TOP BRAND RANKINGS

Fathom ranks brands according to the Facebook Relationship Quality
Index (RQI); the top 100 are shown here.
Rank Brand RQI
1 90
2 88
3 87
4 86
5 84
6 83
7 83
8 83
9 82
10 82
11 82
12 81
13 81
14 80
15 80
16 80
17 80
18 80
19 80
20 80
21 80
22 79
23 79
24 78
25 78
Rank Brand RQI
26 78
27 78
28 78
29 78
30 78
31 77
32 77
33 77
34 77
35 76
36 76
37 76
38 75
39 75
40 74
41 74
42 74
43 74
44 74
45 74
46 73
47 73
48 73
49 73
50 73
Rank Brand RQI
76 69
77 69
78 69
79 69
80 69
81 69
82 69
83 69
84 68
85 68
86 68
87 68
88 68
89 68
90 68
91 68
92 68
93 68
94 68
95 67
96 67
97 67
98 67
99 67
100 67
Rank Brand RQI
51 73
52 72
53 72
54 72
55 72
56 71
57 71
58 71
59 71
60 71
61 70
62 70
63 70
64 70
65 70
66 70
67 70
68 70
69 70
70 70
71 70
72 70
73 69
74 69
75 69

Wendy’s earned the highest momentum score
due to a surge in the number of new likes and
posts over the past month. Posts appealing to
nostalgia and celebrating Wendy’s anniversary
sparked fans’ interest.
From the Top 100 brands, we ranked the Top 20 according to Fathom’s
Momentum Index; Wendy’s leads the pack.
Rank Brand Momentum
1 100
2 99
3 95
4 94
5 93
6 93
7 92
8 91
9 91
10 88
11 86
12 86
13 86
14 86
15 85
16 85
17 85
18 85
19 84
20 84

Rank Brand Emotion
1 66
2 64
3 62
4 62
5 62
6 61
7 61
8 61
9 61
10 60
11 60
12 60
13 60
14 60
15 59
16 59
17 58
18 58
19 58
20 58
From the Top 100 brands, we ranked the Top 20 according to Fathom’s
Emotion index; fans feel most positively toward Kohl’s.
Fans expressed the most positive sentiment
toward Kohl’s over the past month. They were
about Kohl’s holiday contest, in which they could
win money for charity and gift cards for
themselves.

MEDIA
Rank Overall Brand RQI
1 1 90
2 2 88
3 5 84
4 15 80
5 20 80
6 22 79
7 24 78
8 30 78
9 45 74
10 51 73
FOOD
1 3 87
2 7 83
3 11 82
4 12 81
5 14 80
6 17 80
7 19 80
8 27 78
9 32 77
10 34 77
RESTAURANT
1 4 86
2 18 80
3 23 79
4 26 78
5 33 77
6 37 76
7 48 73
8 50 73
9 59 71
10 68 70
RETAIL
1 6 83
2 21 80
3 29 78
4 31 77
5 39 75
6 49 73
7 71 70
8 83 69
9 88 68
10 89 68
Five categories were represented by at least 10 brands in the Fathom Top
100: automotive, food, media, restaurant, and retail.
AUTOMOTIVE
1 25 78
2 35 76
3 38 75
4 43 74
5 58 71
6 66 70
7 67 70
8 77 69
9 80 69
10 98 67

Fathom analytics for facebook dec 2011

Recommended

Recommended

More Related Content

What's hot

What's hot (17)

Viewers also liked

Viewers also liked (20)

Similar to Fathom analytics for facebook dec 2011

Similar to Fathom analytics for facebook dec 2011 (20)

Recently uploaded

Recently uploaded (20)

Fathom analytics for facebook dec 2011

Editor's Notes