Relationship Quality Index Fully Measures Brand Success on Facebook

By Rob Scott
January 5, 2012

The most successful brands on Facebook are not necessarily the ones that simply have the most “likes,” according to the Relationship Quality Index (RQI) developed by Fathom Analytics, a subsidiary of social media analytics firm MotiveQuest.
The RQI ranking weighs factors such as number of fans, user engagement (“how often they post on or interact with pages”), emotional quality (“how much and how positive emotion is expressed on comments”) and momentum (“based on how quickly they’ve been acquiring fans lately”).
To measure emotion, “MotiveQuest initially provided a semantic analysis system used by the Department of Homeland Security to track and monitor sentiment on the Web,” reports Ad Age. “It has evolved into a tool for ascertaining how likely someone is to be loyal to Dove vs. Olay, for example, than how likely someone is to strap on an explosive vest.”
YouTube and MTV currently top the Facebook RQI ratings, followed by Coca-Cola, Starbucks, Disney, Walmart, Red Bull, PlayStation and iTunes. See the Ad Age post for the top 25 brands.

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