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Thanks for the comment Metabrown. You raise some interesting points.
There is no doubt that there were many factors that drove passions on both sides. The subject matter, traditional media and other factors clearly had an impact on all aspects of the story and interest. However, our analysis covered just the social media component.
That said, you raise an interesting point about Facebook Likes. If Susan G. Komen Foundation had twice as many Likes as Planned Parenthood, why didn't they have twice as many supporters commenting to their aid on their Facebook Page posts. One would think with 500,000 supporters, surely there could have had more positive comments. Facebook "Like" activity is a one time activity for the person that Likes a page. For many brands, they are lulled into a false sense of comfort when they have a large amount of Likes. Clearly in this case, it did not help.
The take away from our analysis was that Planned Parenthood regularly and actively engaged with their stakeholders. This provided them with a passionate army of supporters. These supporters became very active when they were called upon. Susan G. Komen Foundation, despite their Facebook Like numbers, found themselves without many energized supporters on social media.
Thanks for reading!