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05/01/2010 by
3044 views

Coca-Cola’s New Social Media Policy

We recently covered Pepsi and their decision to invest $ 20 million dollar in a  social programme instead of Super Bowl advertising. Now we want to share with you Coca-Cola’s new Social Media Policy. First an interview with Adam Brown, Head of Social Media at Coca-Cola.

0 Coca Colas New Social Media Policy

Quite interesting to know: It’s only 3 pages. A social media policy should be a addition to existing company policy–you don’t need to start from scratch.

As Coca-Cola introduce their Social Media Policy:

Every day, people discuss, debate and embrace The Coca‐Cola Company and their brands in thousands of online conversations. Coca-Cola recognizes the vital importance of participating in these online conversations and are committed to ensuring that they participate in online social media the right way.

These Online Social Media Principles have been developed to help empower the Coca-Cola associates to participate in this new frontier of marketing and communications, represent our Company, and share the optimistic and positive spirits of our brands.

Interesting to see are the 10 “Principles for Online Spokespeople” Coca-Cola has created:

  1. Be Certified in the Social Media Certification Program.
  2. Follow our Code of Business Conduct and all other Company policies.
  3. Be mindful that you are representing the Company.
  4. Fully disclose your affiliation with the Company.
  5. Keep records.
  6. When in doubt, do not post.
  7. Give credit where credit is due and don’t violate others’ rights.
  8. Be responsible to your work.
  9. Remember that your local posts can have global significance.
  10. Know that the Internet is permanent.

All in all Adam Brown has set a nice standard within one of the most loved companies in the world

Download the full policy here: Coca-Cola Online Social Media Principles

Source: Andy Sernovitz

 

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Comments (7)

  • Creative ideas 06/01/2010, 08:43

    Congrats CC!

     
  • bvondran 06/01/2010, 15:18

    It is very interesting to see that the coca cola and pepsi heading towards social media arena. As niche eCommerce builder with Niche Blueprint 2,very interested to see how coke and pepsi use Social Media.

     
  • ROInnis85 07/01/2010, 03:13

    I think this is very smart. A lot of larger corporations with such complex business structures struggle at adapting to new types of promotion. I do feel that it is imperative to manage what is said. and if your employees can do it, then it will take some heat off, as well as give more ideas to PR people.

     
  • Adam 07/01/2010, 11:47

    The idea is still a good Endscheidung, the two companies are market leaders and should be the corresponding surgical Advertise. Although I clearly tentiere for Coca Cola!

     
  • Andy Sernovitz 11/01/2010, 17:21

    Hi Folks –

    This interview and document was from my blog:
    http://www.damniwish.com/2010/01/common-sense-wisdom-in-cokes-new-social-media-policy.html

    Bloggers, be polite and give credit when reblogging original content!

    Thanks,

    Andy

     
    • Roby 23/09/2011, 19:17

      Shiver me timbers, them’s some great infrmoation.

       
  • James Brown
    24/05/2010, 16:44

    HOW WILL THE SOCIAL MEDIA POLICY TACKLE THE FOLLOWING EMAIL GOING ROUND THE WORLD;

    Do you know that institutions are banning Coca-Cola at their premises until action is taken as regards to Colombia killings?

    The link below from the Guardian Newspaper informs you more;

    http://www.guardian.co.uk/media/2003/jul/24/marketingandpr.colombia

    http://www.indiaresource.org/news/2009/1036.html

    Do you know that violent anti Coca-Cola protests are being experienced in Asia, India being the worst hit? While Africa is too oppressed by the Company

    Follow link; http://www.indiaresource.org/news/2010/1020.html

    Since it’s a question of ethics and only the Coca-Cola top management is fairly answerable, please demand for answers from the Chairman and C.E.O of Coca-Cola Mr. Muktar Kent using his direct email address which is; mkent@na.ko.com or mukent@na.ko.com hopefully, your email will enable a positive policy change at the company.

    Further still, because Coca-Cola has invested at the 2010 FIFA World cup, I would recommend that another email be sent to the FIFA president Mr. Sepp Blatter so as he can pressure the Coca-Cola company to act with speed and to give assurance and guarantee to everyone affected by the company’s policy their commitment and support and whose assurance must come before the world Cup in June. Sepp Blatters direct email address is; joseph.blatter@fifa.org

    This should be enough test for Coca-Cola on whether they truly mean peace in the world as advocated by the purposes of FIFA world cup.

    Feel free to forward this email to your friends, and help in changing Coca-Cola Policies for the better.

    Thanks and Regards,

    J.Brown

     
  • detroitista (Amy Lewarchik) 18/10/2010, 13:09

    Read up about Coca Cola’s Social Media Policy: http://bit.ly/8ase5B