North Carolina forward Isaiah Hicks and his team will take on Syracuse in the Final Four. Photo Illustration: Yuliya Kim; Sources: Getty Images, Reese’s

Measurement company Origami Logic analyzed the social engagement of 55 March Madness-focused marketers—19 official NCAA sponsors and 36 nonsponsors. And heading into this weekend’s Final Four matchups, these are the top four brands: Reese’s, KFC, Lexus and Capital One.

Origami Logic found that those four companies really ramped up efforts this year to connect with consumers—compared with 2015—on Instagram and Twitter. The tech player examined those platforms as wells as Facebook, YouTube and Google+ from March 1 through March 30.

Below are three charts showing the social buzz around the NCAA Tournament, which began two weeks ago.

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