When it comes to brands and social media, it's not just about love. It's about having a relationship where your love is constantly put to the test and proven (this may or may not sound like a relationship you or someone you know has/had).
According to Fathom Analytics' n"Relationship Quality Index," "the top-rated brands on Facebook tend to be the ones with the most likes...But because of other factors, such as engagement and emotion, those brands don't fall in precise order of fan counts."
What does this mean? Let's see it in an example:
"Starbucks, even though it trails Coca-Cola by 10 million fans, is behind only by one point -- 87 to 86 -- in RQI, thanks to superior engagement and sentiment for the company. Likewise, the java giant beats Disney by two points -- 86 to 84 -- even though it trails by about 3 million fans. Further down the ranking, Kohl's (6 million fans) comes in at a respectable 31st on the list with a 77 RQI, thanks largely to coming in first among all brands on Facebook in fan emotional sentiment. Kohl's actually over-indexes on all emotional scales compared to other brands on Facebook -- including frustration and hate, too -- but fans show it the love by a significant margin."
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