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Coca-Cola is the focus of the second most popular group on Facebook. Who’s number 1? None other than the POTUS himself, Barack Obama. I saw traces of this story bouncing around in the twittersphere and didn’t think much of it until I read this piece by Ad Age: How Two Coke Fans Brought the Brand to Facebook Fame.
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Comments
03.24.09
@James: Something really similar to this happened when we first launched Brazen Careerist. One of our community bloggers owned our Facebook page, one of our community bloggers owned our Twitter page, and another community blogger owned our LinkedIn group.
Now this really wasn't a big branding concern for Brazen because groups were started with the community's best interest at heart, but I can see how it would be a problem for a big brand like Coke who can't necessarily ID who started the campaign and why.
If it was me though, I'd find a way to make that person an evangelist for the product. Give them some ownership over what they created and let them be a part of the Coca-Cola community.
The best thing you can do for people in the realm of social media is to make them feel included. The worst thing you can do is totally exclude them from contributing.
03.24.09
Ryan, thanks for checking the post out. Companies spend lots of money trying to connect with brand enthusiasts and general supporters. I'm glad that Coca-Cola realized that they had one on their hands and chose not to suppress them.
03.24.09
Very interesting stuff. This is why Coke stays on top of its competitors after all these years, they're willing to go with the flow, utilize social media, and recognize friends from foes.
03.24.09
I think this is really interesting and I'm not sure why I'm surprised that Coca-Cola didn't go the "traditional" route and just shut down the page.
In the end I think what they did was a great example of how social media can be used to build relationships that benefit both the brand and the customers.
I'm curious just how much "ownership" the guy who started the page has now. I'm thinkin' he should have free coke products for life for being the innovator that jumped in where Coke's audience is.
03.24.09
I would have pushed for an unlimited lifetime supply too!
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