Program: Facebook page
Why we liked it: Small businesses are the core of Constant Contact's constituency, and Facebook is a great place to find them. The email service provider doubled down on its Facebook initiative in 2011 with the goals of increasing network size, deepening brand engagement and improving brand awareness. It used its Facebook wall to deliver a steady stream of advice, solicit suggestions for features and enhancements, and encourage customers to post questions to the community. Constant Contact makes sure every customer's question gets a response. The scope of its own engagement is impressive, often exceeding a dozen posts a day. A series of polls asks interesting and revealing questions, and a busy Product Q&A section elicits a steady stream of how-to inquiries from customers. The company's voice is friendly, fun and informative, and it constantly seeks responses. Results: Facebook “likes” have grown nearly sixfold; total “likes” and comments grew 400%. Post views blew away expectations, totaling almost 6.5 million for the year.