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ENGAGE!: The Complete Guide for BRANDS and BUSINESSES to Build, Cultivate, and Measure Success in the New Web by Brian Solis

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Chapter 22

Facebook Is Your Home Page for the Social Web

Facebook is, at the moment, the most important social network in the world. Over 600 million people connect to one another in what would be the third-largest country in the world if it were a country. And, with the introduction of the Open Graph, we are interacting with our Facebook connections on our favorite websites where our social graph and the corresponding activity of likes, interaction, and commentary become the centerpiece for social curation and more importantly, our focused attention. We are putting our social network to work and we are learning how to share, discover, and collaborate in public.

Brands, regardless of size and focus, are converging on Facebook, where the idea of connecting with customers and prospects represents a potential boon for both earning relevance in a new domain as well as expanding overall reach. Facebook is a spark plug for word of mouth, and when engaged, contributes to the end of business as usual and the beginning of social commerce. In fact, the top 10 brands on Facebook today host more than 100 million likes there.

THE TOP 10 BRANDS BY POPULATION (ROUNDED OUT)

1. Starbucks—16 million

2. Coca-Cola—15 million

3. Oreo—12 million

4. Skittles—11.5 million

5. Red Bull—10.2 million

6. Victoria's Secret—8.4 million

7. Disney—8.3 million

8. Converse All Star—7.3 million

9. iTunes—7 million

10. Windows Live Messenger—6.8 million

Facebook and Twitter are unique in their design and their culture ...

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