Creative, News, Social

Facebook Brand Pages Done Right

Written by Tim Edmundson

Jul 17, 2015

Facebook Brand Pages – we all have them, we all update them consistently, we all get it. Right? Wrong. Most companies have a Facebook Brand Page that does not clearly reflect their brand or marketing goals.

To help out, we decided to compile a list of companies with the best performing brand pages and break down their tactics.

See who’s killin’ the Facebook game.

COMPANY | COCA-COLA
Likes: 91.5 Million
Goal: Audience Engagement

Coca-Cola’s brand focuses on inspiring creativity, passion, optimism, and fun. To create this same inspiration in their Facebook Brand Page, they have sourced most of their content from fans who create films, music videos, personal stories, and more – then share them socially. This audience driven content creates an authentic and genuine feel for viewers, making them more likely to read multiple stories, watch more videos, and engage at a significantly higher rate.

COMPANY | RED BULL
Likes: 43.4 Million
Goal: Promoting Lifestyle & Culture

Red Bull has one of the most popular pages on Facebook – but you will rarely ever see their actual drink. Instead you are thrown into their empire loaded with professional videos and images of extreme sports, adrenaline-junky stunts, celebrity athletes, and high profile events. To partner with these extreme videos they also offer information around these events so the viewer never has to leave the site. They have created an extreme culture and used Facebook to help viewers be a part of it.

COMPANY | CONVERSE
Likes: 37.5 Million
Goal: Audience Engagement

Converse Facebook Brand Page creates an authentic audience experience. In an interview with Mashable, Converse Chief Marketing Officer, Geoff Cottrill, explained that their Converse Facebook page is for fans so they can express their experiences with the product knowing that Converse is there to listen. Not only are their fans able to comment on the posts, they can do it with full freedom. Unlike other companies, Converse does not filter fan’s posts, instead they leave it untouched for an uncensored and true experience creating a more inviting environment for viewers.

COMPANY | STARBUCKS
Number of likes: 35.6 Million
Goal: Audience Relationships & Driving Store Traffic

Starbucks has always focused on creating a “third place” for people to go to in between work and home. This new place is also found in their Facebook page. Here, Starbucks offers consumers a place to share their experiences, be inspired by various drinks, crave all their pastries, and most importantly find the next store for them to visit. Using location-based features on their Facebook desktop and mobile app, Starbucks is able to constantly direct followers to the closest store for the experience to continue.

COMPANY | NUTELLA
Number of likes: 29.7 Million
Goal: Social Sharing & Friend Persuasion

Nutella was one of the first companies to use social media, and Facebook specifically, to launch their product into the global market. Nutella used their Facebook Brand Page to showcase a variety of consumers using their product in innovative ways. Jason Biddle, branding expert, commented that “social proof helps convince potential customers, so if Susie is using Nutella, then maybe I should try it too.” This, in combination with their innovative Calls To Action, urging people to share all the crazy ways they use Nutella, have fostered an incredible amount of engagement. Their Facebook Brand Page has allowed current customers to feel involved as well as entice potential customers.

COMPANY | VICTORIA’S SECRET
Number of likes: 25.8 Million
Goal: Drive Site Traffic

Victoria’s Secret knows how to work with what they have – beautiful images. These images flood their Facebook Brand Page, but because images can only span so far, they have created a fluid connection between Facebook and the rest of their social media sites and company website. For them, Facebook is a launch pad for traffic elsewhere.

Don’t Let Your Page Go to Waste!

More than 1.35 billion people visit Facebook every month, and 64% of them check their Facebook every day – so harness that potential. But remember, a page is just a page unless you have a clear strategy and put in the effort to support it. The brands above did not succeed by accident. They first decided what value their Facebook page could deliver to their brand, and then crafted a content strategy around that goal.