(Brand News) Coca-Cola’s Approach To Social Media

At a blogger-outreach presentation given a couple of weeks ago at the Coca-Cola corporate offices in China, the beverage company explained how it marketed using the web. Natalie Johnson, who runs social media from the Atlanta HQ, discussed the principles that guide how the corporation behaves. She explained that the company has a set of guidelines for what Coca-Cola does online – and doesn’t; and the boundaries for what staff and non-staff spokespeople can say online. Johnson also explained that there are four truths that need to be understood when it comes to social media:

• They don’t own their brands – people do
• Every day is election day – woo the audience constantly
• Fish where the fish are – be where you should be
• Success revolves around genuine and compelling content

Coca-Cola