Every week we are monitoring the most socially engaged companies in the most socially active industries to answer one simple question: Who won the weekly social media battle?

Check back weekly as we analyze social marketing performance and highlight notable performances in our social scorecard!*

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• Converse continues to dominate much larger competitors, in the Footwear and Athletic Apparel category, in terms of total Facebook fans. This week Converse widened its lead with a fan increase of 16.9% (an impressive 4 million “Likes” in one week). This was likely for a couple of reasons, a post showing a picture of an old sneaker stating: ‘1917 All Star. What's your oldest pair of Converse?’ This post must have also had some advertising behind it as it generated 29,000 likes. Converse’s “Rubber Tracks” initiative has also been a major contributor to company’s fan base. If you have not read it yet, last year article on Mashable will give you some insights into the company’s social media success.  

• McDonald’s had the largest Twitter increase in the Fast Food category (3.4%), but it is also interesting to note the performance of Subway. The official Subway Twitter handle was @SubwayFreshBuzz, which had over 400k fans. On April 16th, there was a post on @SubwayFreshBuzz that read “Hey fans! We've made a switch. Our OFFICIAL Twitter account is now @SUBWAY be sure to follow us there for all the latest & tastiest news.” Now the @Subway account has over 400k fans and @SubwayFreshBuzz has 7k. It appears Subway was able to transfer followers somehow. Since the change there has been a 2.4% follower increase, which can be attributed to Subway’s “Buy one get one” promotion and a $100,000 challenge co-branded with “Battleship” movie.

• Rihanna had the largest Twitter growth among Celebrities at 2.4%. Announcing that she will be once again performing on Saturday Night Live and starring in her first movie might have contributed to this, but the main cause was likely the scandal caused when she posted a picture of herself 'cutting up' a white powered substance on the top of a man's head on Twitter. Overall a busy week for Rihanna!

• Just like last week, Pepsi’s Twitter account was the only social property that had a decrease in followers.

• Converse’s Facebook fan increase single handedly drove the growth of the Footwear and Apparel category, while the Comics category also shows strong overall growth, perhaps in anticipation of comic-related summer movies such as The Avengers and The Dark Knight Rises.