The Challenge Of Social Media Within A Large Organization Like Coca Cola. By Niall Harbison (Contagious ideas by PSST : spreading 2.0 innovation (editor = jérémy dumont, strategic planner, france))

13 January 2010

The Challenge Of Social Media Within A Large Organization Like Coca Cola. By Niall Harbison

For the last couple of years social media has been a new and exciting discipline that for large parts has been made up as it goes along. On the fly if you will. Many companies who did embrace it did so by accident and more often than not there were slightly techie heads within or close to the organization that pushed the early adopters in to seeing value that lay within social media. Different companies and organizations are at different stages as they shift their marketing budgets to where the consumers are (Facebook for example) but what cannot be ignored is that this is now becoming a very serious part of the overall strategy for even the biggest companies in the world. More and more of our clients either have a global strategy in place that needs implementing on a local scale or want a strategy developed for the entire company. We have thankfully moved away from the days where having a Twitter account and Facebook fan page is considered a social media strategy. I found this excellent video yesterday about what Coca Cola have just agreed with their strategy…

Some Areas To Consider

A company like Coca Cola who have 100,000 employees all over the world speaking many different languages and using hundreds of different social media platforms are going to have a unique challenge and as you can see from the video they have it distilled down to a 3 page document but you can be sure that a company as conscious about their brand as Coke will have taken months working on that document. No matter the size of your company there are some areas that you should look at…

Internal communication

Don’t just think of social media as a tool that can reach your customers but also something that you position into the culture of your organization and empower employees to communicate internally with. Done correctly this will not only improve their productivity but also help to engage with your customers and create a whole new culture within your company.

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