The companies are pulled from Interbrand's top 100 Global Brands 2013, then sorted by Engagement on Facebook. More info in the study we released last year: htt

The companies are pulled from Interbrand's top 100 Global Brands 2013, then sorted by Engagement on Facebook. More info in the study we released last year: http://simplymeasured.com/blog/2013/07/23/facebook-study/ http://simplymeasured.com/blog/2013/07/23/facebook-study/ (click the 'Download' to get to the PDF, look at last page.) I think what you're asking is, why care about these companies, when there isn't a single post that'll make a sale. The difference is the line between Advertising and Marketing... These are companies that had created content compelling enough to convince the public to engage with their Facebook Brand. They aren't there because they post the most, or because they spend the most... it's because their content engages the most. And it's the companies that were the best that were hit hardest. While these companies certainly use advertising, their brands had been strong enough to sustain engagement numbers that make you pause, and wonder what the hell is Intel doing that gets people to like/share/comment their posts more than BMW, Harley-Davidson or Starbucks. But you're right... ALL of these products mostly sell themselves... because they've built such a brand that it's hard to imagine anyone making a decision to NOT buy their product.