Measurement company Origami Logic analyzed the social engagement of 55 March Madness-focused marketers—19 official NCAA sponsors and 36 nonsponsors. And heading into this weekend's Final Four matchups, these are the top four brands: Reese's, KFC, Lexus and Capital One.
Origami Logic found that those four companies really ramped up efforts this year to connect with consumers—compared with 2015—on Instagram and Twitter. The tech player examined those platforms as wells as Facebook, YouTube and Google+ from March 1 through March 30.
Below are three charts showing the social buzz around the NCAA Tournament, which began two weeks ago.
1. Sweet success
The Mountain View, Calif.-based company said Reese's, the official candy partner of March Madness, has garnered around 260,000 engagements on Facebook alone. The chocolate and peanut butter cups marketer has been running a #MarchMood campaign around the tournament.
2. Prolific posters
Origami Logic also measured how many times brands posted on social. Degree Men proved to be the most active so far with an even 100 messages, though Bing isn't far behind.
3. Brand babble
The analytics firm also parsed out how brands performed in terms of three different types of engagement: "applause," entailing favorable responses and including metrics such as likes and favorites; "conversation," accounting for consumer responses including metrics like comments and replies; and "amplification," measuring brand advocacy and including metrics such as shares and retweets.
Reese's once again was the biggest winner, taking the top spot for both applause and amplification.