Even negative engagement can be good engagement, as embattled chicken chain Chick-Fil-A soared to ninth place on the July Optim.al Index, a proprietary independent valuation tool that helps determine the value of brands’ Facebook audiences by combining likes, engagement statistics, and global fan valuation.

Chick-Fil-A scored a 1,517, well behind first-place Walmart, at 3,110, but ahead of many notable brands. Optim.al said Chick-Fil-A saw its engagement rate in July soar by more than 1,572 percent compared with June, adding that the restaurant chain added 524,238 likes during the month.

Speaking of likes, Coca-Cola was tops in July, according to Optim.al, adding 2,634,256 likes during the month, followed by Samsung Mobile USA (2,225,298), and Amazon (2,006,919).

Readers: Do you think Chick-Fil-A will end up winning in the end after all the negative publicity it has endured recently?