When you’re running a Facebook site with 36 million fans, you accumulate your social media lessons on the grandest stage.
Coca-Cola Co. built what was once a fan page operated by two guys in Los Angeles into a worldwide platform for the stout-colored soft drink.
Throw in its other social media platforms, and Coke has gained prowess as a super-powered, multinational marketer. Coke has a YouTube channel that boasts nearly 8 million views, and its Twitter feed has 436,000 followers. It’s also active on Flickr.
Here are a few tips gleaned from an interview with Michael Donnelly, group director of worldwide interactive marketing for Coca-Cola:
1. Don’t just play defense. Play offense.
When you’re monitoring for angry trolls and disgruntled customers, also keep an eye out for satisfied buyers and great stories to amplify.