The social media sphere is an increasingly noisy place, especially for brands. But hiding somewhere in the static are strong signals from companies reaching their customers in innovative ways. The Social Business Index from Dachis Group provides a (free) real-time ranking of more than 30,000 global brands based on their social performance. Every week we're taking a tally of who's getting heard, what they're saying, and why it matters.

This week's Top 20 stayed solid for the most part. As you can see, Procter & Gamble seems to be slipping, and Facebook broke out of its tie with Electronic Arts last week. But outside of the top 20, here are this week's top movers:

Although everyone seems to be partaking in the sexiness of Settler of Catan, Hasbro proved this week that there's something to be said about the staying power of the board games of yore. They owe a lot of their social media momentum to Monopoly. "Monopoly announced they have reached 10 million Facebook fans, 'the same as the entire population of Belgium.'" Dachis' Cameron Marshad told us. "This generated much excitement within their fanbase -- attracting 137 Comments, 135 Shares, and 5,600 Likes." And that's might not even counting the fans who were still mid-game. 

Kellogg had the biggest jump in the social media index this week. "The Cheez-It Facebook page, with its 3.4 million fans, was instrumental in pushing Kellogg’s social needle this week by sharing some innovative graphics, using Instagram photos and screenshots of iPhone text messages," Marshad told us. No, we aren't quite sure why Cheez-It has 3.4 million fans but anyways, Marshad goes into detail how exactly those 3.4 million fans mobilized. Per Marshad:

The post had 20 people tagged in it, extending the reach of the post immensely, resulting in more than 15,000 Likes, 1,000 Shares, and 300 Comments. This was especially well received given the plethora of similar screenshot photos that have emerged on meme-focused sites.

PPR can thank one big Twilight star for its jump this week. You see, PPR owns Gucci brand, and it just so happens that one heartbroken Robert Pattinson wore a Gucci suit while at the premiere of his film this week. According to Marshad, "Gucci's post on Cosmopolis premiere (with Pattinson), garnered more than 30,000 Likes, 1,000 Shares, and nearly 600 Comments." Never underestimate the power of RPatz.

Methodology: A project of the Dachis Group, a social business professional services group, the Social Business Index analyzes the conversations on social platforms such as Twitter, Facebook, YouTube, and others. The index, which currently covers approximately 25,0000 companies and 27,000 brands, detects behaviors and activities exhibited by these companies and analyzes their execution and effectiveness at driving outcomes such as brand awareness, brand love, mind share, and advocacy. The Atlantic Wire takes a snapshot of the rankings at the end of the day on Sundays.