Marketing Department Case Study: Coca-Cola’s Facebook Page

Fact: Coca-Cola is the most recognizable brand in the world. But this isn’t what makes the Coca-Cola Facebook page so successful. The Coca-Cola Facebook page has over 36 million Likes, and users from around the world interact with the page. Other brands and companies take note. It starts with Coca-cola’s terrific branding. The brand is classic, happy and nostalgic—it gives you that warm-fuzzy feeling. Don’t believe me? Check out these amazing viral videos produced by Coke. I always feel happier after I watch them.

With Coke’s great branding already on their side, the Facebook page creators had to figure out a way to showcase everything that Coke embodies in one place. The page creators do this successfully though these techniques:

1. Dynamic welcome page—Coke’s welcome page includes an invitation to Like the page, information about a social cause they are currently supporting, information about the page creators, links to Coke’s other social media pages, and links to the Coca-Cola website. They manage to seamlessly blend all of this information into a well-designed image space that is roughly half the size of a standard letter.

2. Easily accessible information—Coke’s Facebook page features custom tabs under the profile picture that list all of the page’s content in a well-organized way. Photos, videos, contests, and apps have their own tabs on the left side on the Facebook page. This is a great Facebook feature that all brands should utilize to organize their information.

3. Engaging content—Coke’s Facebook page features interesting photos, funny videos, games, information about social causes and more. The page isn’t just a space to advertise; it entertains people.

4. Prompt responses—If someone posts a legitimate question on the Coca-Cola Facebook wall, they almost always get a prompt response.

To check out the Coca-Cola page for yourself visit https://www.facebook.com/cocacola.

By Lauren O”Brien