How Coca-Cola has cultivated the biggest Facebook brand page


The “fans-first” strategy that made Coca-Cola the biggest brand on Facebook—with 36 million “likes”—didn’t begin with a huge marketing effort from the global soft drink behemoth.

Coca-Cola would have preferred to cultivate the 100-plus fan-created pages across the social platform, cross-pollinate content, and encourage a thousand pages to bloom.

Facebook changed all that four years ago when it demanded that Coke collapse all the micro-sites into mega-pages. The 125-year-old bottler has since concentrated its efforts on a single brand page, but it has never swayed from fans who show a missionary zeal in their devotion.

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