Engagement Meter: The top social posts of last week

Shea Moisture, Nike, McDonald's leveraged pop-culture newsmakers to earn social media currency

From fast food to sports, the brands that received the highest engagement metrics on social media last week swiftly reacted to entertainment and Olympics news. Shea Moisture showed support for Leslie Jones; Nike celebrated Brazil's soccer champions; and McDonald's applauded Kanye West’s poem about its French fries.

Unmetric, a social-media intelligence firm, uses an analytics platform to track brands with the highest amount of engagement for posts on Facebook, Twitter and Instagram. Unmetric’s engagement score rates each post from 0 to 1,000, depending on the amount of user interactions.

Here are the posts that reached an engagement score of 900-1,000:

Shea Moisture

In a tweet that saw 1,445 likes and 1,008 retweets, Shea Moisture, a brand that makes products for all hair and skin types, showed its support for actress Leslie Jones. Last week, hackers posted the Ghostbusters and SNL star’s driver’s license, passport and nude photos to her website. 


On Twitter, the fast food conglomerate reacted to Kanye West and the poem he wrote about McDonald’s in Frank Ocean’s new limited-edition magazine "Boys Don’t Cry." The limited-edition magazine was released with Ocean’s new album "Blonde." West writes, "I always knew them French fries was evil man, smelling all good and shit." This tweet got 1,969 likes and 1,285 retweets.


Emirates shared this 360-degree video showcasing the economy class on its Airbus A380. The Facebook post generated 58,000 reactions, 22,803 shares and 3,100 comments. Other airlines, including United Airlines, Lufthansa and Virgin America, have also been using 360-degree videos to give consumers tours inside their planes. 

Nike Football

Brilliant as individuals. Unstoppable as a nation. Unlimited Together. #JustDoIt

A photo posted by Nike Football (Soccer) (@nikefootball) on

In an Instagram post that received 564,000 likes and 1,990 comments, Nike posted a photo of Brazil’s national soccer team celebrating its victory at the Olympics. It was the first time Brazil had won an Olympic gold medal in soccer. Neymar da Silva Santos Junior was the player who scored the winning goal. 


Using the popular hashtag #Whereintheworld, Starbucks asked followers where this photo of a Starbucks store, situated in a historic train station, could be located. And it gave away the answer in the same post. It’s a routine social strategy for the brand that often results in a high number of likes. This post got 363,000 likes and 1,792 comments in two days.


Harry’s, a brand that sells men’s shaving products, gave away six of the brand’s sold out "Red Target Shave Kits" on Instagram. Harry’s asked followers to like the post and tag and friend is the comments. This post generated 1,178 likes and 528 comments. 

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