Digital Academy is a forum designed to inform and inspire. Each fortnight we get together and focus on one area of digital; first looking at the basics and some great case studies from across the marketing spectrum, then debating the finer points and coming up with brand new ideas. And because this is an open forum, everyone in the agency is always welcome to join in.

This week: brands who are stepping up to the mark on Facebook.

Social media (and Facebook in particular), is very different to other media in that users have to choose to interact with a brand in their social space, making interactions on an emotional level. In short, people have to care to connect!

Ultimately any brand seen on Facebook needs to offer a meaningful value exchange. And you’ll certainly know if you do it wrong; feedback is pretty immediate on this channel.

Here are some great examples of brands/organisations who’ve got it right:

US 7th fleet – 16k fans

The US Navy’s 7th fleet is a huge organisation, but it’s one that’s interacting on a very personal level. Yes the content has a niche audience and yes, the whole thing is undoubtedly a big PR exercise, but it’s fascinating stuff nonetheless.

Volkwagen Nederland (fanwagen app) – 24k fans

This lovely little ‘landing experience app’ allows users to ‘softly’ engage with VW by picking a part of either the VW Camper or Beetle then customise it with their name, ultimately seeing that part in a completed virtual vehicle.

Sutton Seeds – 2.5k fans

It may be small, and extremely niche, but use of Facebook in this instance enables extremely personal and hype-local interaction with customers. The company often post quick tips based on the weekend’s weather and the experience is absolutely charming.

Coke (freestyle app) – 49k fans

This is another campaign app within a Facebook page. Again, it’s a very light-touch interaction, allowing users to create their own Coke drink from different Coca Cola brands across the globe, and then share their horrible concoction with their friends!

Aviva (big picture campaign) – 50k fans

Now in its second year (an age in the digital advertising world), this is another engaging campaign app. The app allows users to upload their photo to be projected on a huge wall (there’s one on London’s Southbank), with each projection representing a £2 donation to Save the Children.