In August 2012 Wildfire examined how super brands create fan growth. For this, it analyzed 10,000 social marketing campaigns that ran on Facebook. Its conclusion: attract brand “sharers”. They increase awareness: For each sharer, 14 additional people will learn about the campaign. On average, they bring in 1.3 new engagers, and they triple the page engagement.

However how does one attract these advocates?

(1) Run multiple applications. Offer various ways to engage with your brand. This increases time spent on the page and return activity. On Facebook, only the first 12 tabs
are visible, so use this space to create multiple interactions. (2) Instruct users on how to engage, should they like, share or comment? (3) images! (4) Make it seasonally relevant. Increase brand relevance by creating interactions around a current theme or event. (5) Engage social communities across various platforms.

Brand example: Coca Cola, the biggest Facebook brand. It indeed leverages all the above mentioned techniques. Aside from its multiple application, Coca Cola posts several images. Let me show to successful news feed pictures:

This posts is a ‘seasonal’ post, created on a event that is relevant to ‘Cola’s happiness’ mission. It thereby clearly instructs people to comment on who they will high-five.

Again a seasonal post, celebrating ‘Photo Month’. Although this is posted on facebook, it is leveraged across platforms, as it invites people to share (user generated content) a picture on twitter. It thereby clearly communicates what users should do.