Number of "likes": 36.29 million
People talking about this: 276,996
The most "liked" brand on Facebook goes to one of the most recognizable brands on the planet, Coca-Cola. With more than 36 million fans, if Coca-Cola was a celebrity, it would be more popular than the likes of Lil' Wayne, Megan Fox, Beyonce, and Adam Sandler. The company directly encourages users to "like" its page, using a call to action at the top of the page pointing directly to the "like" button. The company's page is moderated and it has posted "House Rules" that look to limit any offensive material. The page allows users to post their own Coca-Cola-related images and comments, with several recent posts displaying user images of "Coke Xmas Trees," which are Christmas trees constructed from Coca-Cola cans.
Coke also uses its page to encourage donations to the World Wildlife Fund, juxtaposing the donations with the company's iconic image of a polar bear. The company also has a vibrant events page, which announces local and global company events and promotions, in which fans can engage and announce their intention to attend. The company also posts a number of short videos featuring Coke products and other company-related materials.
Users seem to have a natural engagement with the brand, with some example posts featuring vintage commercials and positive feedback for the brand in a number of languages. For all corporate brands on Facebook, Coca-Cola has the most potential to affect its bottom line through social networking, with the ability to reach millions of customers and deliver brand messages simply through a highly engaging Facebook post.
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