The World’s Most ‘Liked’ Brands

Photo: Tomohiro Ohsumi | Bloomberg | Getty Images Facebook is expected to go public Friday in one of the most highly anticipated IPOs ever. Facebook has become synonymous with the "Like" button, which was first introduced in 2009 and has changed the way we interact with companies and products. According to Facebook’s S1 IPO filing,the site "generated an average of 2.7 billion Likes and Comments per day during the three months ended December 31, 2011." When users click a button to show they “like” a Facebook page, they are effectively signing up for continued interactions with that page and the entity behind it. Corporations have increasingly made social media connectivity an important aspect of their marketing campaigns, allowing them to communicate with their customers, develop their brand and even offer special promotions. The “like” button is one of many ways that Facebook creates value, learning about preferences of its users and allowing companies to target messaging over the social network. As always, some companies have been more successful than others in drawing a massive online following and millions of “likes” by Facebook users, but succeeding can have a direct impact on the bottom line. A recent study by ComScorefound that users who “like” a page are more likely to make a purchase from that retailer than from a user with no affiliation. In addition, using Nielsen Brand effect studies, Facebook has found that over the past two years, consumers are 65 percent more likely to remember social ads compared to nonsocial advertising. Brands also gain exposure to users who are “friends of fans,” those who are connected with users that “like” pages and will see actions of those users show up on their Facebook news feeds. With the average Facebook user having 130 friends, potential distribution can get very large, very quickly. According to Facebook, for the top 1,000 fan pages, the friends of fans number is approximately 81 times larger than the pure fans number alone. Although being “liked” offers direct, immediate access to users and their friends, it does not always translate to success on Facebook. To get a measure of how well companies are utilizing their social connections, Facebook launched the “people talking about this” feature, which measures user engagement — a much more valuable metric than “likes” alone. The new measure tracks structured activity on Facebook, such as users commenting on posts or sharing links and photos. When users engage in this brand-related activity, it becomes a mini-endorsement of the company or piece of content and offers immediate visibility to their friends. “Companies look at ‘people talking about this’ as a way of understanding something that business has always cared about: chatter or buzz about brand, and how well they’re seeding their product or idea,” says David Baser, the product manager at Facebook who oversees the feature. “This is a metric that lets you know how much users are talking about and engaging with a brand or topic, what marketers refer to as ‘reach,’ ” he says. “Much of the value you get is having the users to spread the word about you through word-of-mouth.” “Many companies have said they wanted to understand virality and the people who are taking the first step in the viral chain,” says Baser. “We wanted businesses to understand that engaging users is important.” With this feature, it’s easier for companies to target their campaigns to focus on engagement, something some have already done. Among all corporate brands, Facebook itself would be at the top spot, with approximately 60 million “likes” on its main fan page, but this list includes only non-Facebook companies so the social network is excluded from the list. So, what are the most “liked” brands on Facebook, and what they are doing right to maintain such a massive following? Click ahead to find out! By Paul Toscano and updated by Jill WeinbergerUpdated 17 May 2012 Note: The figures for total number of “likes” and “people talking about this” were as of the publish date for this story.

Photo: Facebook Number of “likes”: 12.16 million People talking about this: 437,772Facebook page: http://www.facebook.com/targetThe American retail chain Target has seen an increase in its fans, and now has over 12 million likes. Target’s Facebook posts feature photos of products with witty statues and products that are tied to holidays, movies releases and pop-culture days. For "Star Wars" day, Target released a fun photo of a Yoda doll and a status of “International Star Wars Day it is. Celebrate you should.” It also uses its Facebook page to feature coupons and products that are on sale. There is also a focus of interaction with its user. Status likes can reach up to 70,000. Recently, Target turned 50, and it encouraged Facebook fans to wish them a Happy Birthday with birthday “likes.” It also offers a behind-the-scenes look by posting photos and offering TargetChats with Target executives, and book authors.

Photo: Facebook Number of “likes”: 12.83 million People talking about this: 136,663Facebook page: http://www.facebook.com/burberryBurberry, the U.K.-based luxury fashion house, is another highly liked and highly engaging brand, according to Facebook sources. Burberry’s brand page is highly visual, posting mostly videos and photos that regularly receive tens of thousands of “likes” and hundreds of comments. Photos include behind-the-scenes shots from photo shoots and displays of new product lines that bring in positive feedback from users in several languages. Burberry also shares beauty tips and even has a “Burberry Body” tab that allows users to purchase products directly on Facebook. The Burberry page is also relatively music heavy, with an “acoustic” section displaying a number of music videos to complement the brand’s look and feel.

Photo: Facebook Number of “likes”: 13.08 million People talking about this: 221,101 Facebook page: http://www.facebook.com/subwayThe sandwich franchise Subway contains a variety of posts that include product photos, contest updates and videos. A photos of one of its sandwiches can get over 18,000 likes. Subway also focuses on online contests to help lure fans. This month, Subway is running a contest in partnership with the upcoming movie "Battleship," in which users get codes from Subway products or from Subway status posts. They then enter the code on a separate contest page for a chance at prizes. Prior to that, they had a Footlong Nation Appreciation Sweepstakes, which worked the same way. Additional features on the page include a “Fresh Buzz,” where users can see special offers in their area, and “The Flavorizer,” which allows users to build their own breakfast sandwich or see other creations that other fans have built.

Photo: Facebook Number of “likes”: 13.1 million People talking about this: 372,075 Facebook page: http://www.facebook.com/nbaThe National Basketball Association has had a rocky 2011, with a lockout threatening the season. This didn’t stop the organization from being the most “liked” sports brand in the world, however, beating out football (5.5 million “likes” for the National Football League), baseball (1.2 million “likes” for Major League Baseball) and hockey (2.3 million for the National Hockey League). The NBA’s fan page offers a range of features, including videos and commentary, NBA-related photos and the ability to purchase NBA merchandise on Facebook. It also allows users to “check in,” another feature that will contribute to its “people talking about this” number, where users can chat, earn badges and enter contests to win prizes.

Photo: Facebook Number of “likes”: 13.35 million People talking about this: 65,793Facebook pageZara, the Spanish clothing and accessories retailer, has successfully managed its Facebook presence and generated more than 13.35 million fans. Zara’s page features several tabs that include “The Mood,” “This Week,” “Lookbook,” “Mobile,” and “Join Fashion,” offering fans galleries of the company’s styles, the ability to download the company’s iPod and iPad app and external links to non-Facebook Zara sites. Zara’s wall posts — new photos and other additions to the page — generate upwards of 10,000 “likes” and several hundred comments each. The page also has a selection of sophisticated YouTube videos that enhance the look and feel of the Zara brand, with everything from displays from its seasonal collections to examples of how to connect with the brand via mobile devices.

Photo: Facebook Number of “likes”: 15.59 million People talking about this: 257,911Facebook page: http://ww.facebook.com/wal-martOne of the world’s largest companies, Wal-Mart Stores is also one of the most “liked” on Facebook. The company’s page offers a range of activities, including Meal Solutions, which offers recipes and a meal planner. Wal-Mart has several wall posts that feature shopping deals, gift suggestions, and the occasional photo that seems to be just for fun. Interestingly, the fun posts seem to do much better for engagement than the shopping-oriented posts. One example is a post of a kid wrapped up in toilet paper with the status “The prankster in my family is __.” It generated nearly 7,300 “likes” and 2,200 comments. Compared with an earlier post explaining an offer on coffee makers that gained 1,300 “likes” and only 153 comments, engagement looks to be much higher on more tangential, fun posts.

Photo: Facebook Number of “likes”: 16.10 million People talking about this: 213,257Facebook page: http://www.facebook.com/monsterenergyAlthough brands from many larger companies easily make it onto the list, one that might be surprising is Monster Energy, owned by Monster Beverage Co. The company’s page features a wide range of content, from high-octane videos of extreme athletes to a “Intern Search” that makes use of social networking to find potential interns. Monster’s page is full of posts that draw several thousand “likes” each, with clips of extreme sports action receiving the most engagement. The page also posts information about events and TV programs that Monster is affiliated with.

Photo: Facebook Number of “likes”: 18.52 million People talking about this: 185,927Facebook page: http://www.facebook.com/victoriassecretThe highly popular Victoria’s Secret brand doesn’t merely draw crowds to its fashion shows, it has had huge success on Facebook. In early December, the company began a daily offer to give away 100,000 gift cards valued from $10 to $500 exclusive to its Facebook fans. Prior to this promotion, Victoria’s Secret’s “people talking about this” hovered around 170,000, but skyrocketed above 380,000, signaling a huge increase in engagement. Over this time, it also added more than 200,000 fans. The company began using the page to promote its fashion show in late November, offering fans the opportunity for exclusive updates. The page also features videos of models, sneak peeks on in-store deals, and computer screen wallpaper available for download. Posts on the page’s wall are highly engaging, drawing as much as 26,000 “likes” for new images and 14,000 for new videos. Victoria’s Secret also gives fans the opportunity to send gift cards to friends through the page, directly encouraging its fans to purchase more of the company’s products.

Photo: Facebook Number of ‘”likes”: 19.59 million People talking about this: 268,887Facebook page: http://www.facebook.com/mcdonaldsMcDonald’s is highlighted as a good example of how brands can engage with customers via Facebook, on top of the fast-food giant’s 19.6 million fans. McDonald’s currently highlights a “Quest for the Golden McRib” game on its page, offering a unique opportunity for fans to engage socially with an already-popular McDonald’s menu item. The company also maintains engagement through several Facebook-exclusive promotions. McDonald’s also has been known to do traditional press releases around its Facebook campaigns, driving conversations on the social network. The company often links to its community.mcdonalds.com site, where it looks to have the community spread the word about their favorite meals, win prizes and play games.

Photo: Facebook Number of “likes”: 28.11 million People talking about this: 146,242 Facebook page: http://www.facebook.com/redbullRed Bull, the most popular energy drink in the world by volume, is also the most popular energy drink on Facebook, drawing in more than 28 million fans through its brand page. The page makes no secret of its desire to be “liked,” prior to the timeline layout, the intro page displayed a graphic that pointed directly to the page’s “like” button, enticing users to connect with the brand. Red Bull generates great interest with its posts, mixing humor, extreme sports, and event notices on the page. The videos and images are the most popular, drawing upwards of 6,000 “likes,” while the more promotional posts receive considerably fewer user interactions. In addition to its posts, the page streams Red Bull’s web TV — an aggregate of Red Bull athlete Twitter feeds and a host of Red Bull games and apps. The page also offers fans the unique opportunity to call a toll-free number and to leave a Red Bull-related voicemail, which fans can listen to and rate. Red Bull’s page keeps fans entertained and gives them a variety of reasons to frequent and continue using the page.

Photo: Facebook Number of “likes”: 30.02 million People talking about this: 174,098Facebook page: http://www.facebook.com/starbucksComing in at fifth on the list of most “liked” brands is Starbucks. The company has a vibrant and engaged Facebook community, with more than 174,000 “people talking about this.” Starbucks allows user comments and posts on its wall, where fans post photos, ask questions, and largely declare their love for the brand. The ability for fans to post is included in the “people talking about this” formula and likely contributes to its high engagement.Other features included on the page are a store locator and the ability to send friends Starbucks card eGifts via Facebook. When giving a gift, the post appears on the friend’s wall, adding to the visibility and engagement of the brand. Users can also manage their gift cards and check up on their rewards through the social network. Starbucks also offers activities on its page, such as the “Mint Mocha Challenge,” where users engage in a photo hunt and can challenge their friends. Users can also post their own Starbucks-related photos, although there is considerably higher engagement when the company posts its own photos, reaching as much as 25,000 “likes,” as well as thousands of shares and comments.

Photo: Facebook Number of “likes”: 30.21 million People talking about this: 281,576 Facebook page: http://www.facebook.com/converseThe fourth most “liked” brand is the iconic shoe company Converse, a subsidiary of Nike. Converse’s popularity on Facebook is far beyond that of its parent company, which had a little over 12 million fans as of this article’s publication. Converse keeps conversation lively on Facebook by posting interesting photos displaying unique pairs of “Chucks,” such as a pair made for the 1992 holidays, RED Charity Chucks for World AIDS Day, as well as a design done in collaboration with the music group Gorillaz. The photos are the most “liked” pieces of content on the page, but with a “people talking about this” number far below other brand pages with fewer fans, Converse certainly has some room to grow in its ability to generate social buzz.

Photo: Facebook Number of “likes”: 34.18 million People talking about this:377,709Facebook page: http://www.facebook.com/mtvViacom’s MTV, a hugely popular network among America’s young population, is known for hits such as “The Jersey Shore,” “Real World” and “Beavis and Butthead,” as well as popularizing music videos throughout its history. MTV has successfully translated its popularity on TV to social media, drawing more than 34 million fans and keeping them highly engaged. According to Facebook, MTV keeps its audience engaged by posting exclusive sneak peeks of trailers and clips from upcoming MTV shows and films. Currently on the page, fans can share the "Teen Wolf: trailer for the chance to see the first 10 minutes of season 2. The company also frequently post humorous questions, photos, quizzes and insights, mostly based on pop culture icons such as Britney Spears, Lady Gaga and Justin Bieber. Using specific calls to action, the page encourages engagement and posts routinely draw thousands of “likes” and comments. One recent example was a post of Lady Gaga in a meat dress with the status “It’s baaaac-aaaaack,” drawing more than 10,000 “likes” and 1,500-plus comments.

Photo: Facebook Number of “likes”: 35.54 million People talking about this: 528,022Facebook page: http://www.facebook.com/disneyAlthough Walt Disney has a ubiquitous presence on Facebook, with over 200 pages, none of the company’s pages is more “liked” than its main page, which is now over 35 million fans. Not only does the page draw a large number of fans, but it also keeps them engaged, through posts of Disney facts, screenshots of films, plus cartoons, videos and quotes from Disney classics. These posts are extremely engaging, with some drawing upwards of 85,000 “likes.” The page also allows users to share photos and stories with each other by reposting this content on their friends’ Facebook pages. The main Disney page also makes use of its other highly “liked” pages by linking them together in a “top pages” list. With a counter at the top that increases in real time, all the Disney pages have an estimated fan base of more than 339 million, although it is unclear how many of these users are duplicates. The page also aggregates top news from its member pages, allowing users to see the most engaging posts from around Disney’s Facebook universe.

Photo: Facebook Number of “likes”: 41.85 million People talking about this: 301,506 Facebook page: http://www.facebook.com/cocacolaThe most “liked” brand on Facebook goes to one of the most recognizable brands on the planet, Coca-Cola. With more than 41 million fans, if Coca-Cola were a celebrity, it would be more popular than the likes of Lil’ Wayne, Megan Fox, Beyonce and Adam Sandler. Prior to the timeline feature, the company directly encouraged 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. 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.

© 2012 CNBC.com