Despite the appearance of new competition almost every day, Facebook continues to be the “King of Social Media” with over 900 million active users as of April 2012, according to PCMag.com. Smart businesses took early advantage of the website’s free public relations and advertising to customers. The current top ten business brands on Facebook are ranked as such because they are iconic brands anyway, or have successfully mimicked icons while taking advantage of the gifts of social media.
1. Coca Cola
With almost 32 million followers, the iconic Coca Cola logo is as ubiquitous on Facebook as it is globally. Unlike many companies, Coca Cola accepted their user-started page and have allowed fans to retain control of most of the content. It remains, at heart, a celebration of all things Coke.
Disney’s numbers are deceiving. Its “just Disney” brand page ranks number two with just over 26.6 million fans. But the company also offers separate pages for sub-brands that collectively boast almost 200 million followers. Disney, never one to let a cruise line, movie company, toy or theme park pass it by, has proven its same competitiveness in the social media arena.
Starbucks’ Facebook page has a bit more utilitarian focus for its 23.5 million fans. As if one couldn’t simply look for one at the nearest metropolitan or suburban intersection, the page offers a Starbucks locator service in addition to advertising employment openings. Fans can also send Starbucks eGiftcards to friends for redemption at their favorite non-virtual Starbucks store.
Frankly, I was surprised that Oreo ranked #4 with 21.8 million fans. I seriously underestimated its popularity in the age of arugula, mint Milanos and Epicurious. The cookie brand offers multiple recipes for Oreo-based beverages, desserts, desserts and more desserts. I remain unimpressed and am semi-convinced the page is secretly sponsored by insulin-manufacturers.
5. Red Bull
Niall Harbison of the TNW blog proclaims Red Bull to be the savviest brand in its use of social media, content creation and offering new media. The brand’s 21.2 million followers are treated to “Red Bull TV,” games and updates on anything and everything labeled with the logo.
6. Converse All Star & 7. Converse
The Converse All Star brand’s almost 20 million followers surprised me too. Especially when followed by the company’s plain Converse brand with almost 19 million followers. I would have guessed Nike, especially for Facebook demographics. The Converse All Star page seems to serve as a worldwide photo album and video repository, all with images of the brand. The “plain” Converse page is described as very similar to the Converse All Star page, albeit with much more fan interaction and remarks. Similar to our old “Chuck Taylors,” what you see is what you get: there are no games or flashy apps.
This page is characterized by Harbison of TNW as the “quirkiest” of the top-branded Facebook pages and one that takes advantage of multiple social media platforms. Despite older, more established and more popular brands on the market, the Skittles Facebook page is remarkably popular with its 18.3 million followers, perhaps to its almost-daily introduction of new content, games and contests.
The Apple iTunes Facebook page treats its almost 16 million followers to new music and the classics, all with video or imagery. A little-known but outstanding feature of the page is video of live performances at well-known venues such as London’s Roundhouse Club.
Only half of the top ten brands were around three or four decades ago and only five or six of them can legitimately be considered as “the leaders” in their fields. Nonetheless, 214 million fans have chosen to follow these brands on Facebook. The degree of a company’s interaction varies wildly along the list, and the source of the page content differs. Some seem designed to be visited for entertainment while others seem designed for contribution. The frequency of new content ranges from daily to sometimes.
What common factors do you see among the top 10?
Stephanie Cable is an avid runner from Salt Lake City and writes entertainment articles for CableTV.com. Her other interests include watching TV, of course, and playing video games.