Facebook is basically just a huge popularity contest. And for companies currently using Facebook, it all comes down to how many people “like” you.

As more and more companies adopt social media strategies, we thought this was the perfect time to see who’s winning and who’s losing on Facebook.

This list focuses specifically on companies that market products to consumers, and is pulled from data generated by Likester, which operates a marketing platform called Likester AdCenter. (We excluded entertainment brands, celebrities and companies like YouTube, which obviously get the most likes of anyone.)

While many of the companies on the list are huge brands, there are some surprises. Companies that are smaller and more niche have discovered that using Facebook effectively can make them hugely popular.