1. The document analyzes the "Facebook IQ" of 100 iconic brands across various categories including automobiles, beauty/skincare, fashion, watches/jewelry, and spirits/champagne.
2. It ranks the brands based on their competence and engagement on Facebook, assigning them an "IQ Class" of Genius, Gifted, Average, or Challenged.
3. The top brands like BMW, Clinique, and Audi demonstrate definitive Facebook strategies with carefully crafted interactive elements and strong engagement, while less competent brands are missing key components like custom tabs, responsiveness, or external integration.