Fortune
Followers: 3,012,238
Google hasn't been able to come up with its own killer social platform, but there's not much else the masters of search haven't taken advantage of on the social media front. With nearly as many Facebook fans as Twitter followers, Google's approach seems to follow the same strategy as its search engine business: Attract a critical mass of users and engage them by any means possible
Follow Google on Twitter
Followers: 1,916,179
Whole Foods is using social media to engage its customers across the nation in conversations about food -- the kind customers used to have across their local butcher's counter -- without missing a step.
With over 300 Twitter accounts and 250 local-store Facebook accounts, Whole Foods Market has created an online community for useful exchanges between shoppers and their grocers. Beyond those accounts, Whole Foods' blog, online newsletter, mobile apps and flickr account all contribute to their booming online voice.
Follow Whole Foods on Twitter
Followers: 1,584,837
There's a trend emerging among the savvy: social media listening. CEO Michael Dell is all about keeping an ear to the ground -- his company has an entire department dedicated to social media and community -- and connecting with customers all around the world.
With their Social Media & Community University, Dell now has 1,000 people certified to tweet, blog and post on behalf of the company (you need 4 out of the 14 courses at the university to become certified). Dell also launched the Social Media Listening Command Center, making sure the company is in tune with the 25,000 conversations happening a day focused on Dell, in any of 11 languages.
Dell's forward looking vision: "social radio." Every employee -- all 100,000 -- will in the future have a social radio (think widgets and smartphone apps) to tune to their specific part of business on a smartphone, notebook or desktop.
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Followers: 1,107,156
Most airlines are still just testing the waters with their social media initiatives. But Southwest's already figured something out -- they're the first airline with over 1 million fans on their Facebook fan page.
Maybe it's the Nuts About Southwest blog (Happy 5th birthday), their Luv campaign that launched on Twitter, or whatever catchy promotional phrases they've blasted across the Internet, but their small but growing social media team has earned airline bragging rights. With one person dedicated to Twitter and one dedicated to Facebook, they've managed pretty well thus far without a room full of social media gurus.
The fans and followers Southwest attracts ultimately become field reporters who submit feedback on travel experiences, weather conditions, and other real-time information.
Follow Southwest On Twitter
Followers : 254,618
Coca Cola's social media strategy is, simply put, fans first. In fact, their Facebook page is completely run by fans. In late 2008, there were a ton of unofficial fan pages, but one that seemed to take off was run by Dusty Sorg and Michael Jedrzejewski. Curious as to where this would go, the company watched the page grow to have millions of fans, until Facebook, concerned about the copyright violations, was about to step in.
Rather than allow Facebook shut down the page, Coke claimed ownership, then approached Dusty and Michael and asked them to continue running it without interference. Today, the page has over 25 million fans, all dedicated to the brands behind the company making the fizzy drinks.
Follow Coca Cola On Twitter
Followers: 180,000
@DeltaAssist was a, um, pilot program for the airline to delve into the world of social media. Only a few weeks later they realized that their customers were clamoring for more. Demand took off, and @DeltaAssist evolved into offering a suite of services for customers who contact the company via Twitter.
From a virtual information booth to a full-service Delta customer outreach program, travelers can make reservations directly through Delta's Facebook fan page, 24/7. In their social media lab, Delta brings marketing, customer service and reservation agents in one space to craft their social media strategy, which the company says is evolving everyday.
Follow Delta On Twitter
Followers: 126,563
There's something for everyone on Target's Facebook page -- good since the chain curiously lacks national-retailer level heft on Twitter. Target's page holds apps designed for all types of shoppers -- newlyweds, bargain hunters and gadget geeks -- and has appealed to over 4 million fans to date.
One such feature is the MyTargetWeekly app, which allows fans to choose their interests from a list to help Target create a customized shopping list. The list will change from week to week, based on the company's deals and offers.
The app asks you to "love" items rather than "like," and if you don't want them showing up in your offers in the future, that's an option as well -- it essentially is like Pandora, but for Target merchandise, rather than music. The fan page has 4.2 million fans, and counting.
Follow Target On Twitter
Followers: 120,343
The global charge card and service company has a duo of tweeps that constantly update and @reply followers of the company's Twitter page.
Whether they're redirecting cardholders to customer service or tweeting a hashtag for an AmEx member contest, Mona Hamouly (M) and Shari Forman (S) keep the conversation going with over 130,000 followers.
AmEx also maintains a Facebook Fan page which has over 500,000 fans who visit the page for deals of the week, member rewards specials, and other promotions and features. The company also runs a Small Business Saturday fan page with nearly 1,500,000 fans.
AmEx recently launched a partnership with Foursquare to drive commerce. Cardmembers simply check in to a business (restaurant, groceries, hotels etc.) and they'll unlock "spend $5, save $5" deals for their users. Foursquare and AmEx will be rolling out a national package of these deals so customers don't leave home without their credit card OR smartphone.
Follow American Express On Twitter
Followers: 120,277
The home of the Big Mac has active Twitter presence, averaging 2,000 @replies to followers every week. McDonald's has more than seven million Facebook fans as well.
One recent campaign that was on social media's center stage was the introduction of the McRib, with ordinary users pressed into service as McRib Superfan spokespeople, and a video contest across the U.S. for fans to share their passion for the meaty sandwich. The sandwich launch ultimately boosted the company's presence across all social media, despite a small backlash among fans and followers who thought the McRib didn't taste that good, in real life. The lesson there is: No matter how good a company's social media presence is, it can't fix everything.
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