Starbucks does the exact opposite but outperforms both of these brands. The other brands I’ve looked that have achieved success on Facebook, such as John Lewis and ASOS, flood their pages with numerous updates per day and do a decent job of responding to comments. If anything Starbucks’ massive fan count and high engagement rate serves to underline the fact that there are few hard and fast rules when it comes to social media.

Starbucks’ social team also doesn’t seem to respond to many of these comments, if at all. Yet its post, which are often just attractive product images, gain thousands of ‘likes’ and hundreds of comments.įor example, a picture of the original Starbucks coffee shop with the heading ‘Where it all started’, attracted more than 150,000 ‘likes’ and 2,100 comments. Posting frequent updates is generally seen as the best way to maintain an engaged fan base, however Starbucks often goes weeks without posting anything. Walmart updates its page several times a day with posts including product suggestions, caption competitions and sports chat. This in the same ballpark as Walmart, which has 27m, however the two companies operate vastly different social strategies.

Aside from Facebook itself which has almost 90m fans, Starbucks is one of the most ‘liked’ consumer brands on Facebook with a massive 33m fans.

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