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?

In our final Social Scorecard we take a look at all the data we have collected to determine which brands have performed best during our scorecard project.*

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• Footwear was especially competitive in terms of fan growth, particularly on Twitter, where every brand showed a greater than 20% increase. However, Nike dominates the category on Twitter, with almost twice the total fans and twice the growth of the next closest competitor. Their growth seems to be driven by product tie-ins, such as when they unveiled their new NFL jerseys.

  On Facebook, Converse dominates, which is surprising given their market share. Here's how they do it.

• Southwest Airlines has over 4 times the Facebook fans of its next closest competitor, and continues to have strong growth. We haven't noticed many campaigns that would explain fan increases. Instead, growth seems to have been steady, which means they simply benefited from consistent levels of engagement and advertising.

• The Comic Book category was one of the most competitive across both Facebook and Twitter. Both Marvel and DC Comics do a great job of promoting ever-evolving story lines, new products, promotions and news, but Marvel benefitted from the release of The Avengers.

• Two brands dominated the Beverage category on Twitter, each with a similar approach: user-generated content.

  Pepsi launched its #LiveForNow campaign, which involves a dashboard on their site that highlights user-generated messages from Facebook and Twitter that include the #LiveForNow hashtag, plus tweets from music artists Nicki Minaj, Katy Perry, and Joe Jonas. Click here for details.

  Monster Energy may have not had celebrity partnerships behind their growth, but they did run their internship search through Twitter, which brought them huge growth as well.

• McDonald's Twitter performance shows how big brands can throw their weight around. Even when a campaign doesn't perform up to expectations, such as #MCDStories, they have a secret weapon: $120,000 a day on ads.

• Rihanna's Twitter account shows that any news is good news when it comes to fan growth. Whether she was performing on Saturday Night Live, starring in her first movie, or posting a picture of herself 'cutting up' a white powered substance on the top of a man's head, her activity got her the highest fan growth of the celebrities we monitored.

  It also helps to put celebrity accounts into perspective; every single celebrity account we monitored save for the deceased Michael Jackson has more fans on Twitter than any other corporate brand (and even MJ has more fans than most brands). When it comes to Twitter, celebrities dominate, and it will be interesting to see how they use their handles as social media evolves.