A recent white paper released by internet search marketing services provider Covario analyzed the Facebook presences of the top 100 spending advertisers reported by Advertising Age magazine in June 201. The paper was recently covered by Search Engine Land.
The report could easily be misconstrued as a popularity contest, which it technically was. With more than 750 million users, if you're not "liked" on Facebook, then you're probably not generally well-liked at all.
Covario scored each company on its reach (number of followers and growth), engagement (number of monthly posts, "likes," comments, apps posted), technical (such as including the brand name in title and URL) and reputation (the number of negative user sites in Facebook search).
With an overall "Facebook Health Score" of 100, Coca-Cola took home Covario's top prize for 2011, followed by Hyundai, MTV, Disney and Bayer.
The study also found that the majority of companies - 35 percent - stated that driving sales were the most important goal of their social media campaigns.
Coca-Cola has more than 34 million Facebook fans, growing monthly at around 3 percent. The company typically makes seven posts per month, each of which average more than 235 comments and around 1,750 "likes," the North County Times reports.