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
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
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
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
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
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.
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