Your business will probably never grow to the size of a Coca-Cola or a Starbucks, but you may be able to learn from the giants when it comes to social-media engagement. Stephanie Marcus looks at five big brands that do it right, including the energy drink Red Bull, which attracted more than 10 million Facebook "likes" through innovations such as recording -- and playing back -- the messages of customers who called the company's toll-free line while in a "drunkish" state.

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