Last year Coca-Cola created a new office of Digital Communications and Social Strategy under their Public Affairs and Communication Department. Below are some interesting insights from Adam Brown the Digital Communications Director over at Coca-Cola on how a global company operating across 206 countries is managing Social Media & Communications. Coke appears to have the start to a solid Social Marketing strategy. They have created Social Communication guidelines for the entire company of 100,000+ direct employees and it’s partners including the botteling plants which takes that number up to over 1 million people worldwide. They have created a Social Marketing Certification program for their employees and partners with key guidelines that must be followed by employees and partners who wish to speak on behalf of Coca-Cola on Social Networking environments.
Andy Brown speaks about what he calls his 4R Social Marketing Strategy:
- Review – Constant monitoring of the social buzz
- Respond – Thoughtful responses remembering that everthing said on Social Networks is evergreen and will be up for ever!
- Resource – Commit to putting the appropriate level of resources behind your companies Social Marketing
- Redirect – Take the conversation in the direction you want to drive it either to your company website, blogs, YouTube channels etc.
Also Check out the great blog post and video of Adam speaking at the BlogWell NY Conference last year at the link below. This is where Andy really gets into some great detail about the Coca-Cola Social Marketing Strategy.