Adam Gartenberg's Blog

Business Analytics and Optimization, IBM and Social Marketing

Top 40 product fan pages on Facebook


While I was out exploring Facebook this morning, trying to find companies that are using applications or fan pages in interesting or effective ways (more on this in another post), I stumbled across the list of the top product fan pages.  I've pulled in the top 40 below (along with some random comments).

There were some very interesting things I find while looking through the list and most of the fan pages (some surprising, some expected).

Very few of the pages were company sponsored - or at least used in a way that makes it clear that they are company sponsored. (Of course, it's possible that these companies may have official fan pages that are not as well trafficked as the unofficial ones; I didn't have time for an exhaustive search. )  While this isn't entirely surprising - to some extent, the whole idea of "fan" pages is that they should be created by fans - I would have expected to see more than a handful of the top sites actually be representatives of the products in question.  I hit just about every page, and the only companies I saw really making the use of the fan page were Victoria Secret and Pizza Hut (who apparently have a Facebook App to order pizza right from FB - who knew?).  

It was also interesting to see how many of the wall posts were in language other than English. This again is not really all that surprising, and if anything I can see how people outside of the US would want to show their affiliation online with American brands more than would Americans.

One thing that did surprise me was how little discussion and interaction was taking place on the fan pages.  While it wasn't uncommon to find well over 1,000 wall posts, they mostly were of the "I love ___" variety, repeated across dozens of languages (and with the occasional "___ sucks" thrown in for some diversity, of course).  The discussion forums were hardly used at all.  Even the "How do you eat them?" discussion on the Oreo fan page only had 35 posts (in other words, 0.005% of the almost 600,000 fans weighed in on such an important matter).

Here's the list of the top 40.  If you want to browse through the pages yourself (or keep going beyond 40), you can get started here.

Top 40 Facebook Pages, Products category
1.        Facebook - 982,575
2.        Coca-Cola - 949,023 - may be company sponsored
3.        Windows Live Messenger - 910,472 - may be company sponsored (but doubtful)
4.        YouTube - 884,663
5.        Pizza - 828,135
6.        Apple Students - 745,799
7.        kinder surprise - 729,835
8.        Pringles - 653,224
9.        I Love Music - 638,472  (not brand-specific)
10.        Nutella - 628,708
11.        adidas Originals - 622,332
12.        Dormir 5 minutos Mas - 610,333  (not brand-specific)
13.        OREO cookies - 596,524
14.        Victoria's Secret PINK - 595,250 - Company Sponsored
15.        I Love My Mum - 572,387
16.        Chocolaaaaaaaaaaaaaaaaaaaate - 541,146  (not brand-specific)
17.        Ferrero Rocher - 534,397
18.        Converse ALL STAR - 528,840 (many comments in Spanish)
19.        Dormir - 512,507
20.        Red Flavour Pringles - 510,358
21.        Nike Shoes - 489,725
22.        Cell Phones (: 478,122
23.        The Beach - 477,318
24.        iPhone - 454,351 (doesn't appear to be Apple-sponsored, though)
25.        Converse All Star - 433,363  (description in French)
26.        Pizza on Zeeer - 432,622
27.        McFlurry - 408,583
28.        Toblerone - 405,947
29.        xD - 401,854
30.        adidas - 390,264
31.        McDonald - 386,185
32.        Ben & Jerry's Homemade, Inc - 378,127 - May be company sponsored
33.        ICE CREAM! - 378,063 (not brand-specific)
34.        Chocolate Milk - 375,464 (not brand-specific)
35.        oreos - 373,090
36.        Pizza Hut - 371,053 - Company sponsored
37.        CONVERSE - 365,494
38.        ipods - 365,290
39.        Ice Cream on Zeer - 364,048
40.        MTV - 363,666  (links to Finland MTV site)