social media how to Do you have big-brand Facebook page envy?

Do you, as a small business owner, want your page to be popular and engaging?

It’s easier than you think to emulate what Facebook’s major players do.

In this article, I’ll show you how some of the top brands keep their fans coming back, and how you can follow their lead to build an engaging page of your own.

#1: Capitalize on Major Events and Holidays

During the Sochi Olympics, Coca-Cola hosted a contest/series called #CokeGames. The gist of it was that they created silly Olympics-inspired games like Bottle Cap Hockey, Coke Curling, Ice Cube Ski Jump. Then, they asked their followers to play along by filming and uploading short videos of the Coke fan playing the game. The incentive was a $100 gift card.

coca-cola olympic facebook games

Coca-Cola was inspired by the Olympics to host a series of games. Users who uploaded videos of themselves “competing” were in the running for a $100 gift certificate.

Your small business could adopt this idea, using any big event as inspiration. The NBA playoffs are just around the corner, and so is MLB’s spring training. Start planning now to play off of summer events like Wimbledon, Formula One racing events, and if you’re so inclined, the Handball Championships (yes, there is such a thing!) to encourage fan engagement.

#2: Crowdsource for New Feature/Product Ideas

Skype posts multiple times a day on Facebook, offering up a mix of invitations to chats that feature people such as Victoria Beckham and Vice President Joe Biden, user tips and contests.

Skype is also using Facebook to ask users for ideas for new features they’d like to see on the platform. Then, over on the company’s community page, they go the extra mile and tell their users whether their ideas are “under consideration.”

skype on facebook

Use Facebook as a forum to ask your fans and followers for new features they’d like to see you add to your product or service.

It’s a great example of how a business can use Facebook as a mini–focus group and learn what customers really want.

#3: Show Your Fans The Fun

If it’s appropriate for your brand, go ahead and get a little weird.

Yes, most of the posts are silly, but it’s working for Skittles.

skittles fun post on facebook

Skittles has lots of nonsensical fun on its Facebook page.

A typical day’s posts can include observations such as “Really boring pirates carry pigeons on their shoulders” and shots from the page’s ongoing BFF series, in which it posts photos from users posing with their beloved Skittles.

skittles bff post on facebook

Skittles asks fans to post photos of themselves posing with their favorite candy. The brand posts many of these photos on the page.

If you’re a product-based company, ask your users to send photos of themselves using your product or service in exchange for a shot at a prize, or for the honor of being featured on the page (which seems to be the only prize involved for fans of Skittles).

#4: Follow the 70/20/10 Rule

You wouldn’t think of Intel as the sort of company that would have an especially engaging Facebook page, but it does.

intel post on facebook

This is a “brand-building” example from Intel. The post is relevant to the company’s followers who are interested in learning about technology.

One reason it’s so engaging is that Intel is following the 70/20/10 rule. Let me break that down for you. The majority (70%) of content that a page puts up should be brand- and business-building, meaning it’s information that is valuable to your followers. Content shared from other sources makes up 20% and the remaining 10% is self-promotional.

intel post on facebook

This is an example of content that Intel has shared from another source. In this case, it’s an article from the online lifestyle magazine BuzzFeed.

This is pretty much what Intel is doing, though it’s a little light on the “sharing” component.

intel post on facebook

Intel shows off some of its new products and features on Facebook.

Apply the 70/20/10 rule to your own content mix and generate more interest for your Facebook page.

#5: Give Good Customer Service

Have you noticed that the people who love beauty brands really love their favorite brands?

Take the Avon page, for example. The majority of the comments are just expressing love for the brand’s products.

When fans do have questions, an Avon rep jumps in and points out where they need to go for more information.

avon post on facebook

Avon uses its Facebook page to introduce new products, talk about fashion trends and highlight some of its reps.

Customer service is essential on Facebook. You don’t have to make the social network your main source for support, but you should respond and interact with your fans to answer their questions. You’ll not only boost engagement, but also show that you’re human and you care about their opinions and questions.

#6: Post Consistently

Disney fans are just about the most passionate brand advocates around. Take one look at Disney’s Facebook page and you’ll notice that there is at least one post a day. They also use hashtags really well. Their #disneyside and #ImGoingToDisneyland hashtags get multiple tags every day.

disney post on facebook

Disney posts daily and creates unique hashtags that followers use in their own photos.

While Disney probably has a whole team working on its page, and you might not have that luxury, you should make it a point to post at least once a day.

#7: Respond To Everyone

Dove is another beauty brand that clearly has a passionate following. Dove’s page admins do a great job of responding to most comments.

I did notice that when Dove replies to their followers they don’t tag them, and I can’t help but wonder why.

dove post on facebook

Dove page admins do a great job of responding to queries and comments from followers.

Tag people in a comment stream to let them know that you’ve responded to their inquiry and/or appreciate their comment.

#8: Deliver Content That Interests Your Fans

Monster Energy uses its Facebook page to share content that fans will get excited about.

Unlike most other beverage companies, if you scroll through Monster Energy’s timeline, you won’t find one picture of the actual product. You will find its signature logo displayed on race cars, snowboards and lots of other high-action sports gear and vehicles. The brand also uses apps to further support the interests of its fans.

monster post on facebook

On Monster Energy’s Promotions app, users can click on a button to redeem downloadable content.

Not sure what content your fans want? Test, test and test! Try posting different types of status updates, related and not related to your product and company. Also use your Facebook Insights to see what your fans are engaging with the most, and then deliver more of it.

#9: Storytell With Video

Just because it’s a 100-year-old brand doesn’t mean Oreo approaches social media like it’s the olden days. This cookie company is creative! Oreo’s creativity really shines through in its Vine and Instagram videos, which it regularly shares on its Facebook page. Each video is fun and mouthwatering, too.

oreo post on facebook

Oreo shares a fun video made using the Vine app with its Facebook fans.

If you’re inexperienced in video marketing, that’s okay. Social Media Examiner has a variety of articles on the topic, and a good place to start is with Jon Loomer’s article on using video to improve your social media marketing. Start your video creations with free tools like Vine and Instagram.

#10: Capture the Mood of the Seasons

Starbucks knows that the seasons have a tendency to affect a person’s coffee choice and mood. The popular coffee chain is a pro at crafting Facebook posts that match how fans are likely feeling and what they’re craving. Take one glance at the photo below and you can’t help but want to bundle up with a warm cup of joe!

starbucks post on facebook

Starbucks shares a cozy photo featuring their Via Ready Brew product.

I recently did an article for Social Media Examiner that displayed 25 creative ways to use the cover photo and one of those was to change with the seasons or times. The same idea goes for your entire Facebook page. Find quirky holidays or seasons to play with and use them to change up your page.

Over to You

These are examples of big-brand pages that have their Facebook pages dialed in. Really, though, the strategies are basic.

Apply the same approaches to your own Facebook page. Stay current, listen and respond to your customers, have a little fun, don’t talk about yourself too often and be helpful. Pay attention to what your fans like and your page’s engagement and popularity will rise.

What do you think? Have you tried any of these Facebook tactics? Are there any smaller brands you’re aware of that are doing awesome things? Please let me know so I can check them out.

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  • I was expecting something a whole lot different – but it seems like it’s just another article that talks about the basics of Facebook with a spin in the title. “Post consistently”, “Create content that your fans will like”, “Respond to everyone”, “Provide customer service” – this is something that’s been mentioned 50 times on SocialMediaExaminer and thousands more on other blogs and websites. There really should be a focus on content that is fresh rather than re-hashed over and over again. Please explain this to me if I don’t understand the strategy behind SME’s content. And again – please don’t say that such articles prove to be good “checklists” because there are more than enough checklists / reminders out there.

  • I really like #8: Deliver Content That Interests Your Fans. At the core “care about what I care about.” I always think shared passions is a great tactic because it can create an increase in engagement and fan base.

  • #3 makes me laugh, and works so well. Lighten the load 😉 Great tips as always!

  • Avtar, the fundamentals work, but most failures ignore simple, timeless content, and fail 😉 Take notes, study, put into action, and prosper. Almost all failure in this world is rooted in trying to look for something new and exciting, and complex, instead of sticking to simple, and timeless. Thanks for sharing!

  • Kathleen

    Dove doesn’t tag anyone because Facebook doesn’t let pages tag anyone anymore! Its very frustrating.

  • Hi @beta21:disqus, I can’t speak on behalf of SME but I keep my articles for SME pretty simple and about core Facebook tips per their request and what the majority of SME readers respond best to. If you want some more in-depth Facebook tip articles you can head over to our company’s blog ( however, we’ve noticed there that basic Facebook articles seem to do better than in-depth ones. We agree the same things are being said everywhere, however, they always gain the best attention and with each article people comment about how they learned something new. IMO that means that more businesses are still just getting started on Facebook and that it’s still a big learning curve for a lot of them. Another blog we love for very in-depth advanced Facebook talk is Jon Loomer at Thanks for your comment, have a great day!

  • Thanks for your comment @ryanbiddulph:disqus, well put!

  • When you’re replying to a thread of comments you can tag anyone who has already commented on that thread. We’ve found this to be very successful in our reach.

  • Thanks Patrick, I appreciate your feedback!

  • Alicia Searfoss

    We have been having trouble lately tagging people on our page even when they have commented. We used to be able to, but even when we’re logged in as the page, it no longer works.

  • Hm I wish I could give some insight, but ours still works like it always as. Could be a temporary glitch or Facebook could be messing with things, if I learn anything more about it I’ll be sure to let you know!

  • I utilize many of these strategies for my clients, but very often prompts or questions go without so much as a single response. Any advice on how to cultivate more engagement? Ethical bribes? Certain time to post for best response? Thanks.

  • @Jim_Belosic:disqus Hi Jim,, wonderful stuff here.. You sure are “Responding to evryone” I think that’s really cool 🙂 I want to add one more thing to this list – Share your rival’s work on Facebook as well. It makes the visitor think that the brand is actually cool and not shy or intimidated of sharing what its competitors are doing, what say?

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  • In order to have an active Facebook Page you as the owner have to be active on it too. If you truly want to integrate Facebook in your marketing campaign, the worst thing you can do is waste time setting up a page only to let it sit there like a wasteland.Thanks Jim!

  • Hey @Jim Belosic:disqus, yeah Jon Loomer’s blog is one of my favorite resources to go to. It’s one of the few social media blogs out there that always has something new in each post – always enjoy them! Perhaps it’s just me – but seeing the basic FB posts over and over again gets a little… yeah – monotonous I guess.

  • You nailed it Jim! Tip #1 starts the list off with a bang! Taking advantage of major events and holidays can really boost your engagement, and with proper hashtags it can also increase your exposure. Thanks Jim!

  • Hi @maria_connor:disqus, make sure you’re looking at your insights to see when your fans are online. Also test different types of questions. If you ask your fans what their favorite social media platform is and you get a limited response try asking something more laid back like where they’re located or what their favorite holiday is. It also may be that your particular fan base just doesn’t respond to questions and prefers valuable resources or photos more.

  • Hi @utkarshsj:disqus, I think it really depends on your business. Some businesses can benefit from being directly competitive, there’s definitely a fine line. But if you’re Page benefits from it then I say go for it!

  • Arif Khan

    Hey Jim,
    Many thanks for this quick revision, it helps.
    A question – I have read in multiple blogs about Oreo’s successful FB strategy, and you too have mentioned them here. With more than 35 Mn likes, they are doing it tight!
    So how come they ignore your # 6 suggestion (Post regularly, at least once a day), they have a post a week!
    Your comments on this will be appreciated …

  • Again, nothing for NFPs. It’s far easier for business that can offer incentives, gifts. Charities cannot do that. Even small business may not have the staff that Coke, Disney and Intel have to create such engaging posts. I subscribe to so many blogs in the hope that someone will go beyond the tried and true to really offer something our charity can use. So far, nada.

  • Agreed. There’s very fine line here. May be its just me, but I really believe if a brand isn’t afraid of involving its rivals, then it would be pretty interesting and cool in my opinion. 🙂 Thanks Jim for pointing out a really important point!

  • Actually I really like that article. Of course there are plenty of lists out there, but mentioning the 70/20/10 and the Intel Facebook page worked for me. Thanks a lot.

  • Juliana Hughes

    What a detailed breakdown of Social Media creativity! Thanks for the info, Jim!

  • Madhava Verma Dantuluri

    Good points, to improve the usage by FB.

  • Utkarsh, I enjoyed your thoughtful comment and do think that it depends on the particular business. My first thought is that if your business has clear differentiation points from competitors then it makes it easier to share competitor content. But the way it’s done also matters. It’ll be interesting to see some good examples.

  • Hi Kim, I suggest you check out John Haydon’s work. He focuses on social media for non-profits.

  • Hi Arif, I can’t speak for Oreo, but each company needs to figure out the frequency of updates their audience wants to have from them. And things change, so it’s important to regularly verify that this hasn’t changed. It seems like Oreo has figured out what works for them.

  • Thank you for your comments, Avtar.

    We focus on showing marketing professionals how to use social media for their business. We like to publish content that our audience says they need and responds well to and we use several methods to make sure we’re on target.

    If you have any suggestions on content that you would like us to publish please feel free to email me your thoughts at

  • Glad you enjoyed it. I don’t recall any examples to share with you yet, but I’m just really excited to see brands doing this. 🙂 Modern businesses do have clear differentiation points, we have many examples like Coke-Pepsi, Nike-Adidas.. they do similar stuff and their campaigns be it TVC or digital have always remained cut throat. I remember a campaign in India that put Mountain Dew and Sprite using parodies of each other. In a way, they did involved each other. And both of those TVC campaigns did well. Just some #foodforthought ! 🙂

  • Thank you so much Cindy. That is brilliant.

  • Arif Khan

    Thanks Cindy, that’s exactly my view too … have a gr8 day

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  • I agree that Jon’s articles are terrific, but they are geared to more sophisticated users. I think the basics covered in this article are always worth the reminder.

  • I liked that breakdown info, too!

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  • Casey

    This is true. When you reply to a specific comment you are unable to tag. When you reply to the entire conversation, you are able to tag. I assume FB notifies a person when someone has replied directly to their comment.

  • I like #3, Go Skittles! I also like #7 that is amazing how Dove responds to such a high percentage of comments. That is very awesome!