According to a new study by Fathom Analytics, YouTube, MTV and Coca-Cola are the brands that have most effectively used Facebook to connect with consumers. The study ranked the brand pages based on their number of 'likes', participation rates, growth in popularity, and the 'positive emotion' displayed in user comments. YouTube, secured the top spot with an index score of 90 points. Meanwhile, MTV had an index score of 88 points, while Coca-Cola had an index score of 87 points.