The Aflac Duck isn't just a television personality anymore; it is also a social media superstar. The Aflac company mascot has a verified Twitter account (nearly 20,000 followers) and more than 350,000 Facebook fans, an impressive number considering the how difficult it is to type without fingers. Aflac has established a strong presence on social media despite a product that offers up significant social media challenges. "Health insurance isn't something people want to think about at all," says Michael Zuna, chief marketing officer for Aflac. "The Duck allows us to give Aflac a voice. He's very relevant and timely and engaged in America." Rarely will you find the Aflac Duck posting about corporate news, but philanthropic endeavors are another story. In collaboration with social platform GetGlue, Aflac had more than 540,000 people check-in during the Duck's appearance at the Thanksgiving Day Parade, a feat that raised over half a million dollars in matching donations from the company. (Aflac pledged $1 per check-in.) Thanks to regular philanthropic posts on the Duck's Facebook and Twitter pages, Aflac raised over $2 million for childhood cancer projects in 2012.
Wal-Mart retook the top spot, Berkshire Hathaway made the top five, and Apple grew enormously.