As small or medium business it may be hard to figure out how to get hundreds, thousands or even millions of “likes” for a business Facebook page. But these days having a Facebook page is a must for most companies as some social media experts have stated that Facebook is the new “website”.
Why is that? Simple. Facebook, more than a website, promotes a sense of community. When fans engage on the Oreo, MTV or McDonald’s site – they often get feedback immediately and are often encouraged to submit their own thoughts as well as their artwork/photography/video depicting their positive feelings for the company.
Below are some of the top performing brands on Facebook. While each of these brands is very different, they all have a similar strategy on Facebook fan engagement: they keep their fans coming back because the content is dynamic and ever-changing plus they invite their fans to post opinions, artwork, photography and video and much more.
- Coca-Cola – 90 million Likes – Well, 82 million likes is not bad – twice as many as Oreo and Walmart. So what makes Coke so popular? Coke does a myriad of activities on its main Facebook site such as asking fans to load interesting photos or selfies. Coke also “teases” fans with a chance to be in a Coke commercial – which will certainly pull in a more active fan base. Coke plugs popular sporting events and invites fans to post comments and photos about the event. Contests and other activities keep this mammoth site dynamic and popular all year round. DigitalSherpa reports that Coke’s, “…Facebook page addresses everything pop culture related, from promoting the network’s TV shows to discussing stylish outfits worn by Hollywood’s most notorious figures.
- Oreo – 40 Million Likes – This year is the 100th anniversary of the tasty cookie and as such the company has put in a lot of effort to build both nostalgia and relevance through their Facebook site. DigitalSherpa reports that that Oreo is successful because of the “…brand’s ability to connect what is happening in pop culture to its beloved cookie in a witty and memorable way, such as its daily twist campaign and its infamous Super Bowl status update in relation to the 34 minute blackout.”
- Walmart – 32 million Likes – Walmart has had its share of controversy over the years but its Facebook site is very successful because Walmart involves its fans by asking for their comments – whether asking fans to post their favorite recipes or snap a photo of their holiday décor – Walmart fans are very engaged. In addition, Walmart partners with other brands such as Band-Aid to create contests and other activities. The Walmart Facebook site also posts helpful tips. For instance – if it is summertime, people might be worried about fleas or ticks on their pets so Walmart will partner with K9 Advantix to offer “tips” on how to keep pet’s flea and tick free.
- MTV – Nearly 50 Million Likes – Given its young fan base, MTV realized that with the right ingredients their teens and young adults will participate on the Facebook site – as long it is done right. As such, “The content shared definitely spikes conversation among the brand’s target audience, encouraging a significant number of likes, comments, and shares,” reports DigitalSherpa. MTV engages its fans by asking provoking questions and allowing fans to discuss their favorite shows and topics. MTV also encourages participation by hosting live chats with its famous singers/actors, etc.
- Disney – 46 Million likes – Disney is such a beloved entertainment, retail and a tourism company that there is much to plug on its overall Facebook page. While there are several Disney Facebook pages – one for theme parks, another for the movies and more – the main Disney site combines all of its properties to promote the newest movies, television series and rides/promotions for The Disneyland Resort or Walt Disney World. In addition, Disney does a nice job showcasing classic Disney moments from movies and cartoons made 50 years ago or more. This will appeal to an older audience – but for its young fans, Disney also invites its guests to comment on scenes from “Frozen.” Either way, Disney knows how to entertain people – whether it’s online or in a movie theater or screaming on Space Mountain…
- Converse – 37 million likes – Converse is a hip and cool company (now owned by Nike) and it seems like every celebrity, model, etc. enjoy the look and feel of the canvas shoes. You can get the shoes in basic white and black or go nuts and get them in green, red, purple, polka dots and more. Converse Facebook page taps into its own cultural phenomenon and keeps fans coming back for more by posting fantastical photos as well as videos of rock and sports stars. Converse does a good job tapping into the habits of their fans – creating discussions that might be of interest to their customers while only subtly promoting its brand. Converse also posts in several different languages endearing an international audience.
- McDonald’s – 57 million likes – McDonald’s has come a long way after taking some serious heat about its food contributing to the obesity of America. Now with a more diverse menu that includes salads, and yogurt parfaits, the mighty fast food company is rallying back. Social media is one powerful avenue that McDonald’s is using to impart both its mission to serve healthy food (along with its more salty classics) as well as to promote its charity work. McDonald’s engages its fans with contests as well as the ability for users to promote their own (McDonald’s) photography or video. McDonald’s also endears fans by openly promoting their charitable work with the Ronald McDonald House.