AdAge touches on the biggest brands and the need for quality relationships with their followers.
“On Facebook, like in life, it’s not enough for someone to say he loves you. He has to prove it.
In Fathom Analytics’ new Relationship Quality Index, the top-rated brands on Facebook tend to be the ones with the most likes. YouTube (48 million likes), MTV (29 million), Coca-Cola (36 million), Starbucks (26 million) and Disney (29 million) make up the top five. But because of other factors, such as engagement and emotion, those brands don’t fall in precise order of fan counts.
So Starbucks, even though it trails Coca-Cola by 10 million fans, is behind by only one point — 87 to 86 — in RQI, thanks to superior engagement and sentiment for the company.”