This article examines 10 of the top Facebook pages from brands you’ll likely recognize. Regardless of the size of your business, you’ll discover great ideas that will help you take your Facebook experience to the next level.

Each of these pages has incorporated unique features that have attracted hundreds of thousands (sometimes millions!) of fans and attracted the notice of major media publications. That’s a pretty big feat, considering there are thousands of new pages popping up on Facebook daily!

There is no need to reinvent the wheel. Instead, check out what others are doing and tweak these strategies to make them your own!

#1: Red Bull

The team behind the Red Bull page is extremely in tune with their target audience. This is evidenced in their custom apps and unique content throughout their page.

Red Bull knows what their audience will respond to best and they deliver it. For example, they’ve created a series of online games for their fans, aptly called the “Procrastination Station.” The games are geared toward sports and high-impact competitions.

In addition, Red Bull created a web TV program that’s highlighted on their Facebook page. There are multiple segments, many spotlighting the lives of their sponsored athletes. Not only is the web TV show a great way to align with celebrity athletes, but it is also a way to incorporate video into the page, thereby giving the audience another way to interact.

Another smart feature of Red Bull’s page is their welcome tab. When a non-fan lands on their page, he or she sees the image below. Red Bull creatively encourages fans to “Like” their page with an attention-grabbing image. Also, they only put one thing on their welcome tab, making it very clear what they want to happen. When you add too much to your welcome tab, your fans will get confused and likely not take any action. Less is more. Stick to one call to action.

Tip: One area you might want to consider spending a little money on is creative design for your page. Design, when done right, makes a great first impression for non-fans. Also, when you design your Facebook page, pay close attention to your call to action, specifically for the “Like” button. What can you do to grab the attention of your new viewer and encourage him or her to click on your “Like” button quickly? Red Bull’s creative design on their welcome tab does just that!

#2: Burt’s Bees

One of the best features on the Burt’s Bees page is their use of photos and video. They use the photos and videos to give a behind-the-scenes view of their company and products.

In the image below, notice how Burt’s Bees not only mentions the type of ingredients used, but they also suggest their ingredients are safe and they welcome all visitors into their lab. This is a great example of a way to promote your company and products, while adding value in the form of interesting details.

Tip: We all have something unique about our products or services and Facebook is one of the best places to highlight this. How can you incorporate video or images to help you stand out from your competition?

#3: Uno Chicago Grill

Uno Chicago Grill has taken full advantage of the Facebook app FBML to highlight their menu options in an extremely appealing way. They have many tabs dedicated to specific areas of their menu and use imagery to entice their fans. In addition, on their welcome tab they link to the most important areas of their website, including locations and online ordering options. When non-fans come to their page for the first time, they get an instant snapshot of Uno’s offerings.

In addition, Uno has incorporated a Fan of the Week contest on their Facebook page. Fans get their photo posted directly on the profile image of the restaurant’s wall.

This is great exposure for the fan, making it a fun activity to participate in.

To take it one step further, Uno does something unique with their Fan of the Week contest—they ask fans to post photos of themselves while at an Uno restaurant, thereby encouraging fans to come in and dine.

This is a great way to bring their online fans into their brick-and-mortar establishment!

Tip: If you have a brick-and-mortar establishment, think of creative ways to entice your fans to visit in person. Contests, promotions and special offers are all great ways to invite new fans to come in and check things out!

#4: LiveScribe

LiveScribe has incorporated two features into their page to help them sell more products and cut back on support calls.

First, they’ve created a savvy storefront as one of their tabs. Not only can you buy directly from the Facebook page, but you can also tweet about their products and post about them on your Facebook wall. These two options help create greater exposure for LiveScribe’s products. When your friends see that you’re posting about a new product, it’s natural for them to want to know more.

In addition, LiveScribe has incorporated a support desk directly into their Facebook page. As you can see below, you can ask a question, share an idea, report a problem or even give praise directly from their Facebook page. What’s even more important is that others can see these posts. Fans and potential buyers can then go to this tab to get answers or see what others are saying about the products.

It’s another great way to educate fans about your products and services. In addition, this tool can cut down service calls when executed correctly, saving your company time and money.

Tip: If you’re providing a product or service, consider incorporating a support feature to your page. It’s common for customers to use social media sites to post questions or complaints. If you provide a designated place for support, you’re likely to keep your customers happy and turn them into repeat buyers!

#5: Toy Story 3

Toy Story 3 has done an exceptional job of making their page both fun and functional. The fun factor is expressed in their new application, Toy Creator, where you can turn yourself into an animated toy. Both kids and adults can get in on the action and then share their new creation on their Facebook wall (yet another viral exposure opportunity!).

To make their page functional, they’ve built a tab where you can purchase movie tickets without ever leaving Facebook. This makes ticket buying easy and fast for their fans.

Tip: Keep your fans inside Facebook as much as possible. Bring your content, unique experiences and buying opportunities to them instead of making fans leave the site to interact with your business. Your chances for greater interactions and a bigger return on investment will dramatically increase the longer you keep them on your page.

#6: Coca-Cola

Coca-Cola has secured their spot at the top of many best-of-the-best Facebook page lists due to their innovative promotions and fun, interactive features.

Their latest promotion is the Summer Snapshot contest, where they encourage their fans to take photos with the summer Coca-Cola cans. Not only does this get fans involved with their page, but the contest also incorporates photos of their products with fans.

Photos are viewed more than anything else on Facebook. They go viral quickly because when a fan posts a photo, that photo is then sent out to the news feeds of all of their friends. Hundreds of thousands of potentially new fans will see these photos.

Here’s an example of a photo a fan posted for the Coca-Cola contest. Notice how others can vote on the photos? This allows everyone to get in on the fun.

Tip: When creating a contest, keep it simple. The less your fans need do to enter, the better. Make it easy, fun and make sure to incorporate a sharing component so your contest spreads virally.

#7: Oreo

Oreo does a fantastic job of creating unique experiences for their fans. Oreo knows that their cookies have been part of many people’s lives since childhood and they use this angle to create nostalgia with their fans. And it’s working for them because they have over 8 million fans to date!

One of their latest campaigns is their “Back to School Memories” campaign where they ask their fans to share their memories and photos directly on their Facebook page. By offering unique experiences like Oreo has done with their back to school campaign, brands create a connection to the fans, who become loyal followers and keep coming back for more.

Tip: You’ll get a much greater response when you ask your fans to share something about themselves. Ask them their thoughts, opinions and feedback and you’ll be pleasantly surprised how quickly they start talking!

#8: Jones Soda

Jones Soda does a great job of incorporating many different ways for their fans to interact with their page. Not everyone communicates the same way, so providing multiple options is a smart strategy.

Specifically, Jones Soda does a weekly poll directly from their welcome tab. Polls are a great way to learn more about your audience as well as a fun strategy to get them to interact with your page.

Tip: Think of different ways to get your fans to engage with you. Polls, contests, questions, iPhone apps and videos are just a few different ways to reach your fans. All fans are different; make sure to provide options.

#9: The Twilight Saga

No matter if you have seen the movies or not, you can’t deny that the Twilight Saga is hot. There are two strategies they’ve launched on their Facebook page that you can model for your own page.

First, they’ve created a “Tweet Sweeps,” where they encourage fans to tweet about the movies for a chance to win movie tickets. The best strategy with this type of contest is to tell fans specifically what to tweet so there is no confusion and they can take action quickly. Check out how they’ve done this in the image below:

In addition, the Twilight Saga page has taken advantage of the “Discussion” tab where fans can post topics of discussion and all fans can join in and comment. The discussion tab creates a great sense of community and dramatically increases the engagement on the page.

Tip: To encourage more conversation among fans on your page, start a few discussion streams to get people talking. Once this takes off, your fans will continue to post discussion topics on their own and the page engagement will grow organically.

#10: Travel Channel

The Travel Channel has done something unique on their page that’s worth checking out. They’ve created a space for their fans to share how Facebook has played a part in their travel experiences. You can post your own story or just read what others have posted. It’s a creative way to get people with similar interests to engage with your page.

Tip: Facebook Stories can be incorporated on your page as well. Go here to see how it works and check out the different story themes offered.

What do you think about the above Facebook pages? Have you tried any of these techniques with success? Let us know! Please leave your comments below.

But, if you build it, will they come? And if they come, will they stay and engage?

There are two primary components to Facebook fan page engagement: 1) Sharing quality, relevant content and 2) inciting comments.  In this article I’ll tell you how to best engage with Facebook fans.

Of course, there are many other components of effective Facebook fan pages and Facebook marketing in general. However, for the purposes of this two-part post, we’ll focus on content and comments. The more comments you have, the more viral visibility and free marketing you’ll create. But your fans have to have something to comment on!

Share Quality, Relevant Content – Daily

TechCrunch recently posted a Facebook fan page study by Sysomos that revealed 77 percent of fan pages have fewer than 1,000 fans. What stood out for me in that post was this fact: “Facebook fan pages tend to be updated only once every 16 days.”

TechCrunch goes on to say, “On Twitter, you follow someone because you want to hear what they have to say. On Facebook, you fan them just to show your support or affinity. Too often, it’s a throwaway gesture.”

While this may be true for many Facebook members and fan pages, I see a lively fan page as an extension of your blog and business – a place where you can generate real community and further solidify your brand.

1) How Often Should You Post?

• For most fan pages, there is a direct correlation between frequency of posts and number of fans. Frequency is king, but there’s a fine balance – you don’t want to overwhelm your fans.
• If you’re just starting out with your fan page, I would suggest a minimum of one update per day and increase from there to several times a day (mixing up the types of posts – see below) if you’re getting a good response from your fans.
• Daily posting (at least Monday through Saturday) should yield daily comments and engagement.
• You’ll find the right rhythm with your fans. Better to start with once a day than several times a day and have your wall filled with only your own posts.
• Also, keep in mind “high traffic windows.” Depending on your time zone and the time zone of the majority of your fans, you’ll probably want to post sometime between 8:15am PST and 2:00pm PST.

2) What to Post

• I recommend a mix of your own thoughts, breaking news, useful tips, tools, resources and links from other sites in your industry and related industries. Stay on topic, stay focused.
• You could create an editorial calendar for your fan page just like many bloggers do.
• If you’re not sure what content your fans want, ask them – in a poll or status update.
• If your fan base is small and still growing, ask your Twitter followers, Facebook friends, email list, and blog subscribers. They are all potential fans. (See related post: 5 Ways to Promote Your Facebook Fan Page).

In this screen shot of Volkswagen’s Facebook Fan Page, photos from a recent auto show yielded 363 likes and 68 comments and a video trailer got 121 likes and 25 comments. These are great results, as every one of the fan actions created a post on their respective walls and out into their friends’ news feeds. Free visibility, and every line item has a link back to VW’s fan page.

3) Sourcing Quality Content

• Your own blog: Import using the Notes app or, ideally, the Networked Blogs app.
• Create your own Alltop page and review each morning for fresh content to share.
• And/or subscribe to the top 15 to 25 blogs in your industry and related industries in your Google reader and review daily.
• Create Twitter lists and scan daily for new, relevant information to share (see also 5 Creative Ways to Use Your Twitter Favorites).
• Your Twitter Favorites RSS feed imported via the Notes app.
• Your YouTube videos and/or other relevant videos.

4) Cultivating Your Style

• Most people will come back to your fan page if there’s a real sense of community.
• It’s important to be open, inviting, warm, friendly and personable. Even if you’re a large brand.
• Starbucks leads the way with engagement – you might observe their style for ideas. Though they use their globally recognized logo, you’ll occasionally see posts in first person. I think this is commendable, as it really creates that personal feel so important to social networks.

5) Mix Up the Types of Posts

Text

This is your standard status update. You get 420 characters in the publisher to say what you want. As long as you don’t have a link in the update, the post automatically changes your latest Status Update at the top.

I highly recommend using the Facebook fan page to Twitter app at http://facebook.com/twitter. You simply link your fan page to your Twitter account, then choose which posts to share as tweets (Status Updates, Photos, Links, Notes, Events). You may need to experiment to get this just right.

Your posts will automatically truncate at around 120 characters and include a bit.ly link back to your fan page. Regardless of the number of characters, the tweet always contains the bit.ly link. Here’s an example of an update I posted for this blog post:

To track stats on any bit.ly link, just paste it into your browser and add a “+” sign at the end. As of the time of this writing, this post/link had 109 clicks and the post had 23 comments, plus replies on Twitter.

Video

Video is the next best thing to meeting your fans in person. There are many choices for video updates: You talking into the camera, photo montages (try Animoto), screencasts (using software like Camtasia Studio for PC or Mac, or ScreenFlow for Mac).

When you talk into the camera, always make good eye contact with the camera lens – just as if you were chatting to one good friend. You could do a video tip per day or per week. Make sure to keep the length short and the content concise. The ideal length for videos is up to 1 minute and 40 seconds.

You can record directly on Facebook or load a file onto your fan page – see screenshots below:

Here’s a video upload example from Dell Computer’s Facebook Fan Page – a 41-second ad for their nifty new customizable range of laptops, with 179 likes and 57 comments.

Or, you could pull in the video from YouTube as a link (click the Links icon on the publisher) – and this pulls in the live video player just as if you’d loaded the video file as in the example above:

Photos

Upload relevant pictures periodically and be sure to encourage your fans to upload photos anytime they wish. Each time your fans upload a photo, the thumbnail goes onto their profile wall and out into the news feeds of their friends.

Make sure your settings allow fans to post content. Just to the right under the publisher, click Options, then Settings:

In the screenshot below, there’s a photo on the Coca-Cola Facebook Fan Page – what’s neat about this photo is it was actually a fan-loaded image that Coca-Cola then reposted using the Share button (a great illustration of how Coca-Cola partnered with their raving fans who created the page).

Links

• Anytime you post a link in the publisher, Facebook displays a preview with a choice of thumbnails. (If you’re publishing content from a third-party app like Ping.fm, the thumbnail will be a default view.)
• You may at times wish to create an actual status update with a link in it, instead of a link with the preview on the wall. Here’s what to do: Before clicking the Share button, simply click the “x” to delete the link preview:

The post goes out as a status update with a clickable link:

Events

You can quickly create Event listings right from the publisher for any virtual or live event you have coming up. Fans can easily RSVP, as a regular Event page is created when you publish the event.

@ tags

This is a relatively new feature on Facebook. You can tag any friend, any fan page you’ve joined, any group you’re a member of and any event you’ve RSVPed to attend. You can include up to six @ tags in any update. Use the @ tagging strategically and your post will show up on your friends’ walls and other fan pages’ walls per the tag. (Just type the @ symbol in the publisher and the first letter or two of who/what you want to tag and a list drops down for you to select from.)

Notes app

This app is typically used to import your blog. However, I like the Networked Blogs app, so I actually import the RSS feed of my Twitter Favorites via the Notes app, which makes it easy to push relevant, regular content onto my fan page wall (and into the news feeds of my fans).

Incite Comments

Now that you have a wide variety of regular, quality, relevant content posting on your fan page, here are some points about inciting comments:

• For status updates, try ending with a question.
• Add your own comments as needed to get the ball rolling.
• Come back and reply often to your fans’ comments – Facebook currently doesn’t have threaded commenting, so I suggest addressing specific fans in your comments as @name.
• Do your best to respond to fan questions as promptly as possible. If you find you can’t keep up with the volume of questions, offer a free teleseminar or webinar in which you answer your fans’ top questions.

Vin Diesel has the second most popular Facebook fan page with well over seven million fans. Vin doesn’t post all that often, but when he does, each post yields tens of thousands of comments and likes. Just like Starbucks, there’s something to learn from Vin’s style – he talks to his fans in a very warm, caring and authentic manner.

In part two of this Facebook Fan Page Engagement post, I’ll cover:

1. How to encourage fans to keep coming back to add their own content and comments and ask questions, etc.
2. Monitoring insights – what do they mean, how to analyze the numbers and adjust your posts accordingly.
3. Should you also use the “Send an Update to Fans” feature? Do fans read their updates?
4. How to spark ongoing engagement via the Discussions tab.
5. Setting up systems for monitoring and responding to your fan engagement, given that there are currently no notifications of activity or RSS feeds to subscribe to on fan pages.
6. Integrating your Twitter followers and activity into your fan page engagement.

Editors note: Check out Social Media Examiner’s new Facebook fan page by clicking here.

Now it’s your turn: What types of content are you finding sparks the most engagement on your Facebook fan page? Where do you get stuck most with your fan page and what else would you like to see covered in future posts about social media engagement? Please add your thoughts in the comments below, then stay tuned for part two!