Coca-Cole went even further encouraging their employees to actively participate and engage with customers on various social media platforms. Employees actively engage in millions of conversations that take place on various social networking sites and share the optimistic and positive spirits of Coca-Cola brands.

1. Analysis & Outlook
Social Media StrategyCoca-Cola – Employee Engagement & Active Monitoring
Coca-Cola understands the importance and value of direct brand conversation facilitated by
social media platforms. Company has expanded its marketing strategy and included social media
marketing into it as customers are looking to engage with the company on various social media
platforms like Facebook, Twitter, YouTube,etc. Coca-Cole went even further encouraging their
employees to actively participate and engage with customers on various social media platforms.
Employees actively engage in millions of conversations that take place on various social
networking sites and share the optimistic and positive spirits of Coca-Cola brands. Social Media
Principles guide the employees in terms of how to participate both at the personal level and
official capacity and mostly surround on the principle of “Have fun, but be smart. Use sound
judgment and common sense, adhere to the Company’s values, and follow the same Company
policies that you follow in the offline world.” The company also provides the relevant training to
employees and agency partners through internal online learning portals and also evaluates them
and update accordingly. Company expects the employees and agency partners 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, aware of the implications of engaging in social media and online
conversations that reference the Company, its brands, or its business, and that they recognize
when the Company might be held responsible for their behavior.
Coca-Cola also has made certain commitments as highlighted on the company’s website for the
customer engagement on various social networking sites like transparency in the social media
engagements, protection of consumers’ privacy and comply with applicable privacy policies, IT
security policies, and laws, rules, and regulations, respect copyrights, trademarks, rights of
publicity, and other third-party rights, responsibleuse of technology by not aligning with any
organizations or Web sites that use excessive tracking software, adware, malware or spyware and
judicially monitor behavior of employees and consumers in the social media space, establish
appropriate protocols for monitoring social media presence, and keep appropriate records of our
participation as required by law. Coca-Cola Social Media Monitoring strategy is first monitoring
and reviewing what conversations related to Coke are going on the social media world, second
respond to the chatter quickly and with accurate, fully transparent answers, third record short
video pieces that respond to the chatter in an entertaining, but informative manner and finally
redirect social media users to other content on other social media sites. Coca-Cola also gives
more importance to the fans and customers on the social media platforms and encourages them
to post and share most of the content on the social networks and also aligned its marketing
strategy accordingly.Coca-Cola social media strategy has been to influence purchase decisions
and loyalty by leveraging the emotional ties people have with their products.This strategy has
been hugely successful for the company as the statistics of Facebook, Twitter and YouTube
highlight but the company feels that there still long way to go where social media generates hard
sales so that company can increase revenues and profitability.
Rajesh Prabhakar
Analyst Bio @ http://socialmediacases.blogspot.com/