It may not surprise you that Coca-Cola is the second most popular fan page on Facebook. However what may intrigue you is that the page with 3.3 million "fans" was not created by Coca-Cola.

In August 2008 Dusty Sorg was searching for a Coke fan page that he could join. After searching he could not find a page that seemed legitimate so uploaded a high resolution image of a Coke can and created his own. The page took off, and by Winter it had amassed millions of "fans."

As a result Coca-Cola is now exploring user generated content and the social media space to communicate a message.