HITS & MISSES of Fortune 25 Companies Fan Pages
To get inspiration on how to really make a quality fan page, why not see what the top 25 Fortune 100 companies are doing or not doing with their fan pages. These companies are experts in making revenue but are they experts of developing strong customer relations? By ranking the top 25 companies based on their fan page performance we will be able to see what they are doing to enhance their customer’s experience on their official Facebook fan page.
Fortune 25 Companies Fan Page Rank
|FAN PAGE RANK||FORTUNE RANK||COMPANY||LIKES|
|2||13||J.P. Morgan Chase & Co.||3,377,382|
|8||9||Bank of America Corp.||388,466|
|15||18||International Business Machines||19,477|
|24||17||American International Group||0|
* To look at the fan pages of these companies select the links provided on the chart
There is a substantial difference in the involvement many of these companies have with their social market. Although their revenue stream is extremely high some lag behind their counterparts in regards to their social presence.
Not only is Walmart number one in regards to their financial status but they are also number one with their fan page community. Walmart has tried various ideas to market their brand, products, sales, and even to get in touch with their customer. They strive to promote themselves but at the same time look for feedback from their market. For example, under the ‘Feedback’ tab customers can post a comment and a representative will get back in touch with them. On their main page Walmart shows the company’s community involvement which only promotes the image of Walmart.
2. J.P. Morgan Chase & Co.
Chase created a fan page that was dedicated to a charity they sponsor. It demonstrates their willingness to give back and help those in need. They may not want to talk about themselves or their business on a fan page but they have created a fan page with over 3 million fans. This demonstrates the power of charity and service and how it touches customers on a deeper level who will remain more loyal to a company they trust.
With their featured products on the first page as well as polls for each product that can be taken by their fans, Verizon instantly receives feedback on how the product will be used and what the likes or dislikes are for the product. The feedback from these polls will help Verizon to make the decisions that will improve customer satisfaction in the long term.
Polls, activities, new content, and an interactive game tied to college football- what else would you need to get fans involved? AT&T constantly pushes for innovation with their fan page to improve communication between them and their customers.
5. Ford Motor
From letting fans post pictures of their Ford vehicles for the holidays to informing fans about new Ford models, changes, and road safety, Ford is proud of its products and proud their supporters. The first page instantly provides a list of top Ford brands, charities, and events that visitors can learn more about and follow. On top of that, their ‘About’ section on the fan page is dedicated to helping those in need and providing resources to the customer so they can resolve questions or concerns.
HP provides a ‘Live Green,’ ‘Support Forum,’ and more. One of the great features is a simple guide/questionnaire where you can select specific features you need on a printer and it will show you which ones fit your description. They give exactly what you need in a printer.
7. CVS Caremark
CVS Caremark is a one stop shop…practically. The weekly ads are available on the page, polls, questions, and they have individuals dedicated to responding back to concerns or questions that are shared.
8. Bank of America
Another bank has sought to devote their fan page entirely to charity. Its mission is to instill knowledge about various areas in need of service and charitable acts. An excellent and noble idea to build its image and trust with patrons.
9. General Motors
A great feature on the landing page are the tabs that allow you to see all posts, GM posts, or fan posts. There is even a plethora of videos found on their page (yes I said a plethora) to share commercials or updates about the products and business.
10. General Electric
Customer interaction…that is the name of the GE game as they feature posts, pictures, and ideas from the fans. They also like to get creative with activities in order to broaden those who get involved on their page. It is also important to pay attention to the responses they make to those who have posted on the page. They aren’t simple answers but rather very personable with links to find additional information if needed.
Three words…Great Landing Page. Right away they offer to help the customer by providing a link to ads, store locations, digital coupons, and medicinal refills. Whats more is they invite visitors to post on the site and like the page. They are going out of their way to offer customer service and their efforts can be seen. Not to mention that their fan page logo advertises a charity they support.
The most prominent feature on this site is their mission statement on the landing page through the questions that are posed. Those questions are answered in detail informing visitors of their beliefs and actions taken to improve their community.
A great attempt to get down to earth with its clients but sometimes its questions stray from a winning formula that asks friendly, intriguing questions that can help to build the brand of the companies mission or services as well as build relationships around what it offers. For example, one question posed was “Is your city located close to water or is it landlocked?” Yes, this gives customers an opportunity to interact, but it is a simple one word answer that doesn’t leave much room for discussion. That’s just my opinion.
14. Wells Fargo
Wells Fargo provides frequent content pertaining to products and questions to involve customers. There are tabs for their various awards and achievements, history, jobs, and more. Very simple yet productive fan page.
IBM has created a fan page that updates visitors of research performed or changes made. The content is catered towards an older market and leaves out the younger and innovative audience it could have. Frequent videos and blogs are posted but needs to reinvent the site to create a page where ideas and concepts can be shared more willingly thus creating lasting friendships with customers. Once more just my opinion and if you disagree let me know on the blog because I love feedback and don’t mind being proven wrong in my assessment.
Discusses actions it is taking as a business and what type of impact it will have. Fairly basic fan page that lacks more gripping news and interaction to improve fan page experience.
17. Fannie Mae
Fannie Mae’s created a landing page with a link that allows potential home buyers to find a home that is suitable for their needs. It has information about Fannie Mae and its services and posts several times a day; however, it misses the opportunity to create content that will allow feedback or comments from its primary market. It has a great opportunity to post surveys as well to current clients of Fannie Mae and what they liked or potentially disliked about the home buying process.
18. Exxon Mobil
It doesn’t appear that there is an official Exxon Mobil fan page; however, there is a simple one started by employees with little to no content. Exxon Mobil could benefit from having an official fan page to teach about their company, show how they are helping in the community and ask for customer feedback, thus creating a solid foundation of loyal customers.
19. Cardinal Health
The primary function of the Cardinal Health fan page is for a recruitment resource. It is focused on recent and soon to be graduates and provides information on career opportunities as well as internship testimonials. The objective is clear and concise on the page.
20. Freddie Mac
Freddie Mac’s official page is another recruiting page that provides various details on the career, opportunities, and culture of the business. Landing page covers a wide range of career topics and offers testimonials from employees about the company.
McKesson’s landing page instantly directs to ‘Like’ the page and provides great articles on health care yet lacks interaction. Needs to not only add content but strive to bring in further ‘QUALITY’ comments from its target community.
22. Valero Energy
Valero is on the right track with talking about important updates, charitable activities, and community involvement. At this point it needs to improve the fan page appearance and the posts that are created to cause individuals to think and comment.
23. United Health Group
United Health is using their page for recruiting purposes only so the target market is very limited and will have very little involvement on its page.
24. Berkshire Hathaway
Even though they don’t have a personal fan page Berkshire Hathaway shouldn’t be shunned by us. They own several businesses that have excellent fan pages that cater towards their clientele. Example Geico insurance.
24. American International Group
Sadly this great company is without a fan page which leaves them stranded and out of touch with their social media audience.
What the top performing fan pages did:
- Content that left it open to the general public to converse openly
- Instant and personalized responses to concerns, questions, or comments made by their audience
- Promotions for sales, competitions, new products, etc. that were interactive
- Great landing pages that catered to their visitors needs and lured them into the page because of the content
- Highlighting customers posts, photos, or achievements to everyone that visits the page for what they accomplished or did
- Hosting a charity and discussing the details thoroughly in order to get others involved
These companies can help you maximize your fan page ‘Likes’ as you learn from what they are doing right and what they are doing wrong. Even the smallest fan page group can give you a quick idea of what they have attempted and what they may lack to go from a good fan page to a great fan page. Don’t forget to also ‘Like’ Follow Fan Page to get frequent ideas and tools that will be useful to you.