I’ve discussed Coca Cola’s Social Media Policy in a column not too long ago. Now there’s an excellent slide deck on Coca Cola’s complementing Social Media Marketing strategy.
The only thing missing in this presentation is the way they handled the unofficial Facebook fan page. Coca Cola’s Facebook fan page had a staggering 3.3 million fans making it the biggest fan page second only to POTUS Barack Obama (until Michael Jackson’s tragic death, now almost a year ago which resulted in the superstar entertainer taking top spot for a while, see Page Data).
What Coca Cola did back there was quite remarkable; instead of the usual corporate Pavlov reaction of shutting the non-official grassroots initiative down (Apple anyone?), they reached out to the two fan page moderators instead, gave them a tour, full support, the works; effectively making them even more engaged as brand ambassadors.
To my eye it is clear that one of the biggest brands in the universe is more than ready for the new realities of the next decade. Are You?
Tags: Social Media Policy, iStrategy, brand ambassadors, TechCrunch, Fans First Approach, United States, Inside Facebook
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