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clearly knows its demographic, and the way Facebook works

Coke knows that their brand is an icon and people don’t just interact with their product by drinking it — they actually collect it

page is really powered by user generated content, good and bad

given users the chance to spread the Pringles brand to their friends without resorting to paid ad placements,

The page was originally created by two fans who just loved Coke. Coca-Cola found the page, and rather than trying to buy it or create another “official” page, they rewarded the two fans and worked with them to continue building the page and representing the brand. By empowering their existing fans, rather than trying to marginalize, shove aside, or steam roll them, Coca-Cola has been able to build on the connections that were already established with fans on Facebook before they even arrived in an official capacity.

Red Bull has built all kinds of content and applications that help them break out of the vanilla Facebook mold

is its use of status updates

Their updates share videos, blog posts about all aspects of coffee — and not just on the official company blog — including how to grow coffee beans, articles about Starbucks and Starbucks employees

Most recently, Adidas teamed up with MTV to run an exclusive Facebook contest where a fan could win an all-expenses-paid house party. Their campaign was successful for a few reasons. First, Adidas chose a prize and partner that would resonate with the Facebook user demographic

Second, they wisely chose to promote the contest on their fan page not only before the contest, but after it had ended as well.

The integration of status updates, photos, notes and videos, with a smart contest, resulted in a whole lot of fan engagement, and keeping the winning fan involved even after the contest had ended showed their commitment to fans and helped them get extra mileage out of the campaign

providing fun content that encourages fans to interact with and ultimately connect with the brand

Red Bull has aggregated tweets from sponsored athletes like skateboarder Ryan Sheckler and snowboarder Shaun White and included them directly in their Facebook presence

encourages additional fan engagement

knows its audience,

with humor, fun, apps that get people engaged, and by being creative

benefitted from having a solid brand image and loyal following before they actually joined Facebook

you have to know your audience, you have to provide quality, regular content, you need to encourage discussion and engagement, and you must not take yourself too seriously.