This Week's Social Media Power Rankings: Abercrombie's Girls

Abercrombie capitalized on your weakness for shirtless men, while Anheuser Busch tapped into a seasonal shift. 

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The social media sphere is an increasingly noisy place, especially for brands. But hiding somewhere in the static are strong signals from companies reaching their customers in innovative ways. The Social Business Index from Dachis Group provides a (free) real-time ranking of more than 30,000 global brands based on their social performance. Every week we're taking a tally of who's getting heard, what they're saying, and why it matters.

After a volatile couple of weeks, it looks like our top 20 has settled. Despite the release of Brave, Disney couldn't take the top spot while it looks like the NFL are our biggest movers. We'll be interested to see if Procter & Gamble continues to move up, since they're so involved with the Olympics. And here's what's happening outside the top 20:

People getting excited about beer in the summer? You don't say. But social media is a bit more complicated than the Instagramming of you and your friends on your rooftop or the wall posts about that epic barbecue. Anheuser-Busch, as the Dachis group's Cameron Marshad explains, can thank Bud Light for its social media boost (though it's recently dropped). "A post showcasing the Port Paradise Music Festival, the party/music cruise event, received 9,355 Likes, 273 Comments, and 568 Shares," Marshad told us. Adding, that "a post on the video debut of the Bud Light Lime Lime-A-Rita -- 'The hottest thing this summer goes over ice' -- is part of a large format post, taking up most of the viewer’s screen real estate and pulled 8,241 Likes, 510 Comments, and 362 Shares"--the majority of which, we're guessing, coming from office drones and some wishful daydreaming.

No, Abercrombie's social media clout isn't just because of the company's muscle-flexing rendition of "Call Me Maybe." It's because they also have, as the Dachis group's Kelly Krieghauser tells us, a really solid Facebook presence. "The clothing brand’s post asked, 'What will you be wearing when you meet your future boyfriend?' and gathered 30,00 likes, 600 comments, and 750 shares," Krieghauser told us.  "With a fan base consisting of 6.7 million fans (mainly young adults), that engagement most likely came from young teen girls either wanting that dress or wanting to meet their next beau."  But ... but... what about the teen boys?

Also taking advantage of the seasonal shift is surfing/skating company Quiksilver. It's as best a time as any to mobilize your fan base. And for Quiksilver, that means tapping into its DC Shoes brand and its 9 million-strong fan base. "DC Shoes helped steer Quiksilver’s social engagement this week with a slew of posts on Street League Skateboarding, Rob Drydek’s show Ridiculousness, and a preview of the upcoming X Games," Dachis's Marshad told us. Though their ranking took a little hit, the X Games (which started yesterday) will more likely bump the brand up. To put the X Games into perspective, there's this from Marshad: "A preview post asking fans if they know which DC Shoes-sponsored athletes will be there, received nearly 4,400 Likes, 67 Comments, and 435 Shares."

Shirtless guys, surfing and beer and... BP. One of these just doesn't belong, right?  Well, hear us out. BP got here essentially by not being BP and some pretty nifty online innovations. Dachis' Allison Squires pinpointed the BP's boost from Castrol's ( their subsidiary) involvement in Euro 2012, in particular their Edge Match Calculator. "The match calculator works out a percent likelihood of one team beating the other in a particular match," Squires told us. We tried it out, but unlike the rest of Europe we don't really have dogs in the fight (go... Spain?). Euro 2012 fever, also allowed Castrol to troll fans by asking them about the goal of the tournament. They nominated this photo, and watched the soccer debate hit frenzy mode. "This provocative question sparked intense debate among fans within the comment stream, with people arguing it was the best goal and others who felt as though Balotelli or Welbeck’s goals were more memorable," said Squires.

Methodology: A project of the Dachis Group, a social business professional services group, the Social Business Index analyzes the conversations on social platforms such as Twitter, Facebook, YouTube, and others. The index, which currently covers approximately 25,0000 companies and 27,000 brands, detects behaviors and activities exhibited by these companies and analyzes their execution and effectiveness at driving outcomes such as brand awareness, brand love, mind share, and advocacy. The Atlantic Wire takes a snapshot of the rankings at the end of the day on Sundays.

This article is from the archive of our partner The Wire.