A year ago, Starbucks knocked off Coca-Cola as the most popular corporate brand on Facebook, with its page on the social network drawing 3.7 million fans. Now the coffee giant has become the first brand to clear the 10 million-fan mark on Facebook, with its nearest rivals -- Coke and Skittles -- both trailing behind at about 6.5 million. So what's the secret of the coffee chain's success on the site? Making social media a key part of its marketing mix, a steady stream of promotions, and advertising heavily on Facebook to drive traffic to its page, according to social media marketing experts. "Starbucks has provided Facebook users a reason to become a fan," said Michael Lazerow, CEO of Buddy Media, which oversees brands' social media efforts. Indeed, special offers, coupons and discounts distributed via Facebook seem to be at the heart of Starbucks' magnetic appeal on the social network.
