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Top Facebook Brands Build Global Fan Bases

by MarketingCharts staff
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While the geographic distribution of brands’ fans may mirror their sales distribution, it’s interesting to note the variety in their composition. Just two (Starbucks – 49%; iTunes – 45%) have more than 40% of their fans concentrated in the US. By contrast, Americans account for just 22% of total fans for Coca-Cola, the top brand. Coca-Cola, with its wide geographic distribution of fans, has been one of the fastest brand movers on Facebook of late, picking up almost 2 million fans in November and October alone, per monthly Socialbakers data tracked by MarketingCharts. Those fans are spread all over the world – with the largest representations after the US being in Brazil (13%), Mexico (8%), France (6%), and Argentina (5%).

Still, the fact that Americans make up only a minority share of these top brands’ fan count may not be all that surprising. Separate data from Socialbakers shows that roughly 17% of Facebook’s more than 1 billion users are in the US. While that suggests that American Facebook users are more apt to like top brands than users in other countries, it’s worth noting that these top brands all have US headquarters save for Red Bull (Austria), a fact that presumably skews the results.