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 ten looks pretty locked in, but you'll notice that L'Oreal enjoyed a nice little move up. And it look like the NFL is gaining momentum right in time for the beginning of the season. Here's are the biggest movers outside of the top 20: 

Etsy had one of the biggest moves of the week. "Etsy’s Twitter content is very diverse -- there is something for everyone interested in handmade, vintage, art or craft designs. Last week, along with a dose of fashion inspiration, a splash of humor and lots of community building," Dachis' Stephanie Fuller told us. "Posting personal stories riff on the idea that Etsy members are apart of a community, and that community exists in social as well as their very own site," she adds. 

H&M's five spot jump this week was thanks in part to David Beckham. Well, okay. So some of is due to the clothing company's announcement that it would be opening stores in Latvia, Mexico Malaysia, and Thailand, Dachis's Allison Squires tells us. Latvians will be able to rock H&M. That's cool, right? So okay, back to Beckham. "Certainly their hottest Facebook post was a photo of David Beckham wearing his favorite piece of his collection which received over 17 thousand likes and close to 1,500 shares. Women, and a few men, from all over the world commented about his dashing good looks and hot body," say Squires. 

Don't look now, but look--it's a media company with a big move. Gannett, which owns USA Today and other newspapers, got a nice little bump this week thanks to two big news events: Hurricane Isaac and the Republican National Convention. "@USAToday tweets a few times each hour to keep followers up-to-date around current events, and one event in particular that only happens once every four years caused a larger-than-usual amount of amplification last week," Squires told us. We'll keep that in mind.

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.