Coca-Cola has become the first brand to secure more than 50million “likes” on Facebook, an achievement attributed to its authenticity and active engagement with the site's users.

Authentic communication

Sheryl Sandberg, Facebook's chief operating officer, argued one key factor supporting Coca-Cola's success when it came to attracting followers was that the firm had grasped the core principles of social media.

“Coca-Cola understands the value of communicating directly with its most ardent supporters in an authentic way that helps make the world more open and connected,” she said.

Interestingly, Coca-Cola's brand page on Facebook was originally created by two consumers in 2008 and control was later handed over to the American company as its popularity increased.

Likable rivals

Until now, the 50million benchmark had only been reached by celebrities: Eminem and Rihanna have over 60million fans each, according to figures from analytics group SocialBakers.

Facebook itself has 71.9million “likes”, and YouTube has over 62million, however Coca-Cola's biggest rival brand is Disney with 38.2million.

A happier place

In a bid to deepen ties with its fans, Coca-Cola has developed a new Facebook app asking users to submit ideas that may help to “make the world a happier place.”

This campaign is part of its “Open Happiness” brand positioning, and will see the company back the best proposal – which could be an invention, cause or social app – in 2013.

Sandberg suggested that this program marked the next step in fan culture.

Joe Tripodi, Coca-Cola's chief marketing and commercial leadership officer, was equally optimistic about the scheme.

“We have an engaged global community more than 50million strong connected through Facebook. This provides an opportunity to engage our most supportive and enthusiastic fans in a quest to find ways to make the world a happier place,” he said. 

Mutual friends

Coca-Cola has been a major advocate of Facebook, publicly defendeding the platform in the face of criticisms about the effectiveness of its advertising from operators such as General Motors.

Speaking at a conference in June, Tripodi asserted that Facebook was “probably a leading indicator of potential sales” however he added that it could take two years to develop the metrics proving this.

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