What makes Coca-Cola’s Facebook page No. 1?

A recent report found that Coke, with its 35.3 million followers, has the top Facebook page, topping Disney, MTV, and HP, among others.

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But a white paper from search marketing firm Covario reports that the company’s Facebook page isn’t just popular; it’s the biggest company Facebook page in the world, besting other highly recognizable brands such as Walmart, Disney, MTV, HP, and Hyundai.

How did the world’s largest beverage company end up with the best Facebook page? The data show the company does a good job of outreach and limiting criticism. Experts say it is doing the right things in terms of engagement, too.

The numbers

Covario’s study examined the Facebook pages of the 100 top-spending advertisers in the world, according to Advertising Age. The firm looked at four areas: reach, which deals with follower count and growth; engagement, which involves posting, “likes,” and comments; technical aspects such as searching, title and URL, and reputation, or lack of negative content found via searches.

Coke outranked the 25 other top companies in reach and reputation, though it fell below some in engagement and technical aspects.

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