Social Media: Coca Cola Essay Sample
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Introduction of TOPIC
Social media refers to the means of interactions among people in which they create, share, exchange and comment on contents among themselves in virtual communities and networks. Types of Social Media
Different types of social media include collaborative projects such as Wikipedia, blogs such as Blogger, social networking sites such as Twitter and Facebook, content communities such as YouTube, and virtual worlds such as Second Life. Social Media and Marketing
Social media gives marketers a voice and a way to communicate with peers, customers and potential consumers. It personalizes the “brand” and helps you to spread your message in a relaxed and conversational way. Coca Cola and Social Media Marketing
Every day, people discuss, debate and embrace The Coca-Cola Company and our brands in thousands of online conversations. We recognize the vital importance of participating in these online conversations and are committed to ensuring that we participate in online social media the right way. These Online Social Media Principles have been developed to help empower our associates to participate in this new frontier of marketing and communications, represent our Company, and share the optimistic and positive spirits of our brands. Strategy:
Coca Cola recently shared their marketing plan with the world, showing that they have truly embraced the collaborative nature of Social Media. As part of their Social Media strategy, Coke is putting the emphasis back on the consumer. They use dynamic storytelling as part of the content creation process, making it interesting, exciting and purposeful. Goals:
* Develop Social Media as an additional marketing & branding channel (in alignment with existing ‘traditional’ channels) * To be everywhere their consumers are
* Provide a variety of ways for consumers to participate in the program Target Audience: Coke fans, super fans, and consumers
Tell story of the core brand and allow consumers to carry forward that message. Approach:
Coke has applied what they call the ‘’4R’’ approach to Social Media use: * Review: Monitor and track online conversations about Coke * Respond: Responding quickly and appropriately to comments online, ensure employees tasked to respond are ‘certified’ (trained to respond) * Record: Key measures and indicators of success
Redirect: Directing the social media traffic back to the main Coke website, ensuring there are links on all sites
The vision of the Company to achieve sustainable growth online and offline is guided by certain shared values that we live by as an organization and as individuals: * LEADERSHIP: The courage to shape a better future;
* COLLABORATION: Leveraging our collective genius;
* INTEGRITY: Being real;
* ACCOUNTABILITY: Recognizing that if it is to be, it’s up to me; * PASSION: Showing commitment in heart and mind;
* DIVERSITY: Being as inclusive as our brands; and
* QUALITY: Ensuring what we do, we do well.
These Online Social Media Principles are intended to outline how these values should be demonstrated in the online social media space and to guide your participation in this area, both when you are participating personally, as well as when you are acting on behalf of the Company. It is critical that we always remember who we are (a marketing company) and what our role is in the social media community (to build our brands) . The same rules that apply to our messaging and communications in traditional media still apply in the online social media space; simply because the development and implementation of an online social media program can be fast, easy, and inexpensive doesn’t mean that different rules apply. The Company encourages all of its associates to explore and engage in social media communities at a level at which they feel comfortable. Have fun, but be smart. The best advice is to approach online worlds in the same way we do the physical one — by using sound judgment and common sense, by adhering to the Company’s values, and by following the Code of Business Conduct and all other applicable policies. COMPANY COMMITMENTS
The Company adheres strongly to its core values in the online social media community, and we expect the same commitment from all Company representatives — including Company associates, and associates of our agencies, vendors and suppliers. Any deviation from these commitments may be subject to disciplinary review or other appropriate action. The Five Core Values of the Company in the Online Social Media Community 1. Transparency in every social media engagement. The Company does not condone manipulating the social media flow by creating “fake” destinations and posts designed to mislead followers and control a conversation. Every Web site, “fan page”, or other online destination that is ultimately controlled by the Company must make that fact known to users and must be authorized according to applicable internal protocols in order to track and monitor the Company’s online presence. We also require bloggers and social media influencers to disclose to their readers when we’re associating with them, whether by providing them with product samples or hosting them at Company events, and we need to monitor whether they are complying with this requirement.
2. Protection of our consumers’ privacy. This means that we should be conscientious regarding any Personally Identifiabl
e Information (PII) that we collect, including how we collect, store, use, or share that PII, all of
COMPANY AND AGENCY ASSOCIATES’ ONLINE SOCIAL MEDIA ACTIVITIES The Company respects the rights of its associates and its authorized agencies’ associates to use blogs and other social media tools not only as a form of self-expression, but also as a means to further the Company’s business. It is important that all associates are aware of the implications of engaging in forms of social media and online conversations that reference the Company and/or the associate’s relationship with the Company and its brands, and that associates recognize when the Company might be held responsible for their behavior.
Expectations for Online Spokespeople
Just as with traditional media, we have an opportunity — and a responsibility — to effectively manage the Company’s reputation online and to selectively engage and participate in the thousands of online conversations that mention us every day. The following 10 principles guide how our Certified Online Spokespeople should represent the Company in an online, official capacity when they are speaking “on behalf of the Company:” * Be Certified in the Social Media Certification Program. All associates who wish to officially represent the Company online must complete the Social Media Certification Program prior to beginning or continuing these activities. * Follow our Code of Business Conduct and all other Company policies. Our Code of Business Conduct provides the foundation for these Online Social Media Principles: “As a representative of [the Company], you must act with honesty and integrity in all matters.” This commitment is true for all forms of social media. In addition, several other policies govern your behavior as a Company spokesperson in the online social media space, including the Information Protection Policy and the Insider Trading Policy.
* Be mindful that you are representing the Company. As a Company representative, it is important that your posts convey the same positive, optimistic spirit that the Company instills in all of its communications. Be respectful of all individuals, races, religions and cultures; how you conduct yourself in the online social media space not only reflects on you — it is a direct reflection on the Company. * Fully disclose your affiliation with the Company. The Company requires all associates who are communicating on behalf of the Company to always disclose their name and their affiliation. It is never acceptable to use aliases or otherwise deceive people. State your relationship with the Company from the outset, e.g., “Hi, I’m John and I work for The Coca-Cola Company….” This disclosure is equally important for any agency/vendor/partner/third party who is representing the Company online. They must disclose that they work “with The Coca-Cola Company.” * Keep records. It is critical that we keep records of our interactions in the online social media space and monitor the activities of those with whom we engage. Because online conversations are often fleeting and immediate, it is important for you to keep track of them when you’re officially representing the Company.
Remember that online Company statements can be held to the same legal standards as traditional media communications. Keep records of any online dialogue pertaining to the Company and send a copy to the internal email address that you have been provided. * When in doubt, do not post. Associates are personally responsible for their words and actions, wherever they are. As online spokespeople, you must ensure that your posts are completely accurate and not misleading, and that they do not reveal non-public information of the Company. Exercise sound judgment and common sense, and if there is any doubt, DO NOT POST IT. In any circumstance in which you are uncertain about how to respond to a post, send the link to the internal email address that you have been provided. * Give credit where credit is due and don’t violate others’ rights. DO NOT claim authorship of something that is not yours.
If you are using another party’s content, make certain that they are credited for it in your post and that they approve of you utilizing their content. Do not use the copyrights, trademarks, publicity rights, or other rights of others without the necessary permissions of the rights holder(s). * Be responsible to your work. The Company understands that associates engage in online social media activities at work for legitimate purposes and that these activities may be helpful for Company affairs. However, the Company encourages all associates to exercise sound judgment and common sense to prevent online social media sites from becoming a distraction at work. * Remember that your local posts can have global significance. The way that you answer an online question might be accurate in some parts of the world, but inaccurate (or even illegal) in others. Keep that “world view” in mind when you are participating in online conversations.
* Know that the Internet is permanent. Once information is published online, it is essentially part of a permanent record, even if you “remove/delete” it later or attempt to make it anonymous. If your complete thought, along with its context, cannot be squeezed into a character-restricted space (such as Twitter), provide a link to an online space where the message can be expressed completely and accurately.
Social media is the future of marketing
Every business can learn and gain from Coca Cola’s social media strategy for this decade. It is crucial that you keep in mind your business goals, your brand identity and your target audience. While one can take a page from this campaign strategy every business will need to develop its own approach to social media. Handled with thought and care, social media such as Facebook can make or ruin reputations. It is also imperative to understand that a social media initiative is not a one-time activity but requires constant management daily, all year long. A Facebook store can showcase your product range and encourage and fans and their friends to shop online. For many Facebook users their time spent on the network is their special time spent with friends.
It is also the time to seek opinions and recommendations. A person is more likely to check out a Facebook store where a friend shopped recently. Rapid development in applications has made shopping on Facebook fun and interesting. A customer can now shop on the social network without having to leave it. An app like Storefront Social can help a business customize its Facebook shop and make it look and feel unique. It is possible to stay in touch with what is important to the target audiences and deliver accordingly. People like to buy the brands that they like. They also like brands that appreciate them. On Facebook you can ensure that you not only speak to your customers but can listen to them as well. Whether yours is a start-up or a business that has been in the market for many years, it can benefit by using social media effectively.
* In an interview with the Harvard Business Review, Coca-Cola CEO Muhtar Kent said that social media marketing accounts for over 20 percent of the company’s media spend … and is growing fast. The executive said that five years ago, social media accounted for just 3 percent.