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Optimal, Inc. Launches Free Optimal Index to Track the Value of Facebook Brand Audiences

Announcing a Global, Quantitative Model to Objectively Value Audience Investments on the Facebook Platform (May 10, 2012)

SAN FRANCISCO, CA -- (Marketwire) -- 05/10/12 -- Optimal, Inc., the creators of, the leading social media advertising and audience data platform, today announced the launch of the Optimal Index, available immediately for free at The Optimal Index is an independent valuation tool, arming consumers, marketers and agencies with a quantifiable approach to determine the relative value of a brand's current audience on the Facebook platform.

The Optimal Index ranks thousands of leading brands and products on the Facebook platform today, utilizing a wholly transparent and unbiased formula which incorporates fan counts, engagement statistics and global fan distribution to determine an audience's relative value. Since the buzz and engagement around brands -- and the number of fans -- are constantly in flux, the Optimal Index updates its rankings on a daily basis.

"Bigger isn't always better. Smart companies are moving away from simply acquiring Facebook fans with no regard as to who they are and where they live. Major brands who want to be successful in social media must focus on taking their existing customers and true brand advocates and connecting to them at scale. The 'People Talking About This' metric makes it clear how important brand engagement is on the platform," said Rob Leathern, founder and CEO, Optimal, Inc. "The Optimal Index now provides a scorecard that combines size and engagement rate, with the global weighted-average cost per click metric for each brand, clearly highlighting the most valuable brand user bases."

The Optimal Index is dynamic and changes daily based on fan counts, distribution of fans by country and engagement statistics. The inaugural Optimal Index Top 20 for May 10, 2012 is provided here:

Optimal Facebook Global Rank Brand Index Likes Engagement CPC ---------------------------------------------------------------------------- 1 Walmart 5,034 15,466,723 2.15% 0.48 2 Disney 4,068 35,384,292 1.24% 0.26 3 YouTube 3,158 57,265,354 0.69% 0.23 4 Dove 2,851 7,411,466 2.05% 0.57 5 Facebook 2,828 66,277,215 0.61% 0.20 6 Subway 2,752 12,898,805 1.57% 0.39 7 McDonald's 2,684 19,442,444 2.13% 0.20 8 Converse 2,464 30,066,461 1.13% 0.21 9 MTV 2,217 34,003,566 1.10% 0.17 10 Kohl's 1,947 6,433,415 1.60% 0.54 11 Coca-Cola 1,937 41,716,164 0.68% 0.19 12 Nike Football 1,885 11,951,351 1.10% 0.41 13 ESPN 1,627 7,365,182 2.48% 0.33 14 Walt Disney World 1,620 10,348,100 1.34% 0.33 15 Buffalo Wild Wings 1,567 7,363,479 1.27% 0.48 16 Macy's 1,556 5,502,146 1.85% 0.43 17 Victoria's Secret 1,479 18,484,306 0.94% 0.24 18 iTunes 1,427 21,592,250 0.61% 0.31 19 Starbucks 1,414 29,954,207 0.68% 0.20 20 Bath & Body Works 1,394 3,903,863 2.67% 0.53

Marketers can also discover similar consumers, new audience segments, and gather competitive insights with the Keyword Expander tool that is integrated into the site. Advertisers and market researchers can profile their own and their competitors' social audiences, see top-level demographics and discover related interests and affinities. All of Optimal's tools are geared toward improving a brand's investment on the Facebook advertising platform.

About Optimal, Inc.
Optimal, Inc. provides unparalleled audience data to help marketers manage and optimize their social advertising campaigns, all in real-time. The company is a member of Facebook's Preferred Marketing Developer (PMD) program. The company's ad management platform,, provides robust technology integration with Facebook and other social media platforms.'s rich audience insights help advertisers intelligently shape their media buying and audience research efforts. The company is based in San Francisco, with offices in New York and Palo Alto. For more information, please visit

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