Taco Bell has become the top fast food brand on Facebook and has claimed 18 of the 100 most popular posts among major fast food chains, according to an article in today’s Forbes. This success is largely contributed to the fact that Taco Bell has offered to donate $5 to their Graduate to Go charity if Facebook users liked particular status posts. This “paying for liking” strategy has paid off in that the 50 year old fast food company that has previously asked you to think outside the bun now has nine million Facebook fans.
The Forbes piece also mentions the company’s ability to laugh at itself rather than asking patrons to specifically buy things in social media campaigns as contributing to the brand’s popularity. They cite a recent posting of a woman dressed in full Snow White regalia visiting a location with a caption titled “Taco Belle” as an example of this humor. Approximately 40,000 people liked this photo with a corresponding 623 comments from fans making statements like “that’s amazing!” and “who says Taco Bell isn’t classy?”