How Coke got 36 million Facebook "likes"

12/18/2011 |

Coca-Cola didn't set out to become a social media superpower, and accepted its position as Facebook's biggest brand only after the social network insisted that Coke fold more than 100 fan-created Facebook pages into a single brand-run page. The company then built tools that allow it to segment its audience, rather than trying to craft messages that will work for all 36 million of its Facebook fans.

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