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Brands find success on Facebook

Brands find success on Facebook

Ninety out of 100 of the world’s biggest brands, according to the Interbrand 100 index, have ‘Fan’ pages on Facebook as the social network proves to be an effective advertising platform after all.   

Despite the spectacular failure of Facebook’s Beacon advertising platform brand Fan pages were one of the biggest social media success stories for brands in 2008, according to SEO marketing agency Tamar.

Fan Pages were launched in November 2007 to give brands an official presence on the social network.

Analysis conducted by Tamar at the start of 2008 revealed  that initially the top 20 most popular Fan pages were devoted to celebrities and entertainment brands including Will Smith, Adam Sandler and Coldplay.

However, by the end of 2008, more traditional brands dominated the top 20 with Coca-Cola, Nutella and Kinder Surprise, rapidly attracting Facebook fans during the course of the year.

One of the fastest growing Fan pages belonged to Barack Obama in the lead up to the US presidential election, attracting more than four million fans.

The Obama fan page grew virally but was supported additionally by social ads on Facebook to extend its fan base. The President has been dubbed a ‘man of the digital age’ for his internet savvy strategies to recruit younger voters.

Barack Obama was then trailed in second place by Homer Simpson who attracted 1,885,607 fans.

Fan pages are a brand’s official presence on Facebook so it is essential that they are professionally set up, designed and promoted to reflect brands values.

This will ensure that they represent a credible and authentic point of contact between the brand and the consumer, according to Tamar.

Henry Elliss, head of Social Media at Tamar, said: “Brands without Facebook Fan pages should be considering setting them up, especially in the current economic climate as they can be a highly cost effective way of creating and empowering positive brand ambassadors in a fun and easy way.

“However, the best fan pages need investment to ensure that the page has interesting, relevant content which is updated on a regular basis. Fan pages should also offer added value to fans through sneak previews, downloads or interesting news.”

Biggest Facebook Fan pages and number of ‘fans’ in 2008 include:
1 Barack Obama - 3,592,282
2 Homer J Simpson - 1,885,607
3 Michael Phelps - 1,812,099
4 Coca-Cola - 1,779,574
5 Nutella - 1,583,034
6 Pizza - 1,579,442
7 Facebook - 1,504,793
8 Windows Live Messenger - 1,486,227
9 Mr. Bean - 1,461,794
10 Kinder surprise - 1,405,919

Facebook Fan Pages: Interbrand Top 10 Brands 2008

1    Coca-Cola -1,950,130
2    IBM - 7,917
3    Microsoft - 74,936
4    GE    N/A
5    Nokia - 301,335
6    Toyota - 9,340
7    Intel -19,211
8    McDonald's - 200,804
9    Disney - 983,989
10    Google - 429,856

AJR

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