November 1, 2014

The 5 Biggest Brands on Facebook And How They Do It

Unless you’re living under a rock, then you know that having a strong business Facebook page is important. To say that the subject of “how to use Facebook” has been covered at this point is an understatement.

It’s been thoroughly exhausted.

So, I won’t bore you with the standard list of tips. Let’s approach this topic from a different angle by examining the five biggest brands on Facebook, what they’re doing, and why it works. (Please note, the number of likes reflected below may have changed since the date of this publication.)

Facebook: 88,080,008 Likes

biggest brands on facebook

What: Facebook has a bit of an unfair advantage. After all, when you sign up for an account, one of the first things you’re encouraged to do is “like” Facebook. Oh well. Facebook makes it worth your time by posting plenty of universally accessible content.

Why: The Facebook approach works because they tell stories of universal appeal. Never underestimate the power of letting people in on your corporate culture.

Coca-Cola: 59,768,606 Likes

biggest brands on facebook

What: The Coca-Cola Facebook page was actually started by two big Coke fans, Michael Jedrzejewski and Dusty Sorg. When Facebook mandated that brand pages had to be owned by the companies they represented, Coca-Cola was quick to hire on the pair as consultants. After all, they had garnered over 1 million fans.

Why: Coca-Cola’s Facebook presence is so successful because it advocates a lifestyle of positive change and social good. Coke doesn’t hawk its own products on Facebook, and neither should you.

MTV: 42,478,787 Likes

biggest brands on facebook

What: Believe it or not, this page actually only had 1 million “likes” in 2010. Now it has more than 42 million. MTV built its success on the drive to engage with users. With a page the size of MTV’s, it’s virtually impossible to connect with even the majority of users. However, the MTV Facebook crew works overtime to develop a very real and tangible connection.

Why: MTV is constantly reaching back to its demographic. Don’t get too big for your britches; stay connected with the fans that reach out to you and choose to consume what you have to offer. If that means you must budget an hour per day for Facebook interaction, then do it.

Disney: 42,304,688 Likes

biggest brands on facebook

What: Disney truly has a universal appeal. After all, who else has made movies for your grandparents (when they were kids) as well as you and your children? Disney knows that they have a wide net to cast, but they do so in a smart way. They reach the exploding Facebook population by sharing content that bridges generations.

Why: The Disney page works because it explores milestones and historical marks, connecting nostalgia with the present. Even if your company is young, I’d like to urge you to start celebrating milestones and history now. It’s a great way to connect with your fans.

Converse: 35,282,070 Likes

biggest brands on facebook

What: Converse is fairly new to this list, displacing Red Bull in the last few months. In their first year on Facebook, Converse grew from nothing to 30.5 million “likes” by encouraging their fans to create content with them.

Why: Converse knows that people aren’t the target of content channels. People are the content channels. Treat your Facebook fans like valuable parts of your strategy, and not just the recipients, and you’ll be all right.

Do you have any tips for business on Facebook?

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Amie Marse


Amie Marse Amie Marse is the founder of Content Equals Money, a small content generation firm based in Lexington, KY. She’s been a passionate freelance writer turned business owner for over 7 years. Her philosophy is that the essentials of content marketing do not change from the small business to the Fortune 500 level, and that creativity trumps budget every time.

8 Reactions

  1. Great piece. Funny, I’ve been using FB for both personal and business use for years now and I’ve yet to “like” the original FB page. :)

  2. Well-thought, Facebook really has become embedded in our society. It has forever changed the way people share media content.

    What makes Facebook so unique among all social networks? It’s the reality that people that use the site have strong connections with each other. Everyone is connected with their best friends, their immediate family as well as their close relatives. They share intimate aspects of their lives. Stuff like:

    Birthday celebrations
    High school graduation footage
    Baby photos
    Wedding announcements
    [Edited by Editor]

    Martin

  3. Great post Amie.

    You’re right, “how to do facebook” has definitely been done to death, but it’s great to see the topic tackled from a new angle. Plus, case studies are always interesting/helpful/inspiring.

    Thanks.

  4. Amie Marse:

    I have a way to go with my 100+ likes! ;)

    What would you say that one Like is worth for your organization?

    How are the competitors stacking up?

    Google
    Pepsi
    Comedy Channel
    Time Warner
    Vans

  5. This is great article! I recently wrote a similar feature, but focused primarily on Disney. Social media is undeniably a part of our every day lives. Social media is the new Word of Mouth.

    [Edited by Editor]

  6. This article definitely lays out solid facts denoting how many followers and likes the five top brands have stockpiled. The message as pertains to how to garner a multitude of likes for our own small business seems to be the same from article to article, case study to case study. I understand that the main strategy should be to interact with your prospects and customers and not to talk at them or just talk with no response to their interaction. I am looking for a little bit more specific instructions when it comes to explaining exactly how I am supposed to spark engagement and interaction. I am a one person organization that is trying to develop customers and I am perpetually at a loss as to what sort of content I can place on my page that will be relevant and encourage engagwment.

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