ESPN became one of this week's most engaging brands on social media by expertly stoking the flames of angry basketball fans on Twitter. It resurfaced a throwback tweet from Kevin Durant, whose recent switch to the Golden State Warriors contrasted pretty starkly with his thoughts from six years prior.
Even after the finals, the NBA continued to make a splash on social media via a drawing of some of its all-star athletes enjoying Fourth of July at the pool, which made it the most engaging brand on Instagram this week.
Methodology: Marketer MVPs surfaces the individual brand posts, both paid and organic, that generated the most engagement on Facebook (defined as likes, shares and comments), Twitter (retweets and likes), Instagram (likes and comments), Tumblr (original notes) and YouTube (official views, comments and thumbs-ups). Brands tracked are the 200 most-advertised brands by U.S. measured-media spending in 2014, per Ad Age Datacenter, in addition to the top 500 brands as identified in the Redbooks 500.