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Fan Engagement Lessons From the Top 5 Brands on Facebook

December 19th, 2012 ::

cheering audienceAccording to the Track Social blog, the most successful brands on Facebook have a mix of 4 critical elements: presence, audience, engagement and buzz. So what are the global brands of Facebook, Disney, YouTube, Coca-Cola and MTV doing to engage with their audience and create buzz?

I visited their pages, and here’s what I learned:

Facebook: Clever

Talk about engaging content! The first post I saw was the story of how Jay Jabonet began a campaign on Facebook to buy a group of children in the Philippines a boat so they didn’t have to swim to school anymore – the post included a video. Facebook also has a really fun “X is like Facebook” series (Halloween and pools, for starters), which I think is very clever.

Disney: Visual with a purpose

Their timeline is full of visual content with purpose: photos of the newly opened Fantasyland at Walt Disney World – with a link to buy tickets. A happy family decked out in Disney gear to promote a sale at the Disney Store online – with a promo code and link to the site.  There are also lots of fun stills of characters from movies, along with their more famous quotes.

YouTube: Funny

It’s hard to go wrong sharing funny videos on your Facebook page – like Mariah Carey singing “All I Want For Christmas Is You” backed up by Jimmy Fallon and The Roots playing toy instruments.  They also share company news you can use – like Virgin America will be offering selected YouTube series as part of their in-flight entertainment.

Coca-Cola: Brilliant branding

From Coke’s adorable polar bears promoting My Coke Rewards to an endless sea of Coca-Coca bottles (“like friends … the more the merrier”) to promoting the (RED) album in support of World AIDS Day, Coke really mixes it up while not losing sight of what their brand stands for.

MTV: Celebs

If MTV’s timeline is any gauge, pop culture is extremely engaging. Right now, MTV’s cover photo is the Jersey Shore cast – with a reminder of what day and time it airs.  Their timeline includes a “Last Fans Standing” contest, a picture of Mike’s abs, photos of One Direction and Justin Bieber, and a promotion for their “Big and Best of 2012” livestream performance on December 12.

What brands (big or small) do you find most engaging on Facebook, and why?

Image courtesy of visualphotos.com

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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