Coca- Cola is launching new Social Media Guidelines which include how to handle situations dealing with customer satisfaction issues. In addition to guidelines, they have create two types of associates: those who will represent Coca-Cola on Social Media (spokespeople),  and those who will add their eyes and ears to ensure management are aware of the sentiment surrounding the Coke  Brand.

Coca-Cola has created a cadre of associates  trained and certified to be Social media Spokespeople and created guidelines and a support structure for them. They are also clever enough to realize that all associates and the extended family worldwide including agencies, vendors and suppliers, may find comments both positive and negative on twitter, facebook or other social media site and may want to converse ‘about’ the company as opposed to ‘on behalf of’ the company. Aside from having guidelines for these ‘non spokespeople’ on how to behave in social media when they are talking about Coke, what is interesting is that Coke has provided them a way to get customer feedback that need company responses to management’s attention.

It will be interesting to see how this rolls out.

Andy Sernovitz interviewed Adam Brown, the Head of Social Media at Coca-Cola on these new guidelines. See the video below.

The actual Coca-Cola  guidelines are available in a download document and is worth the read. It is only 3 pages long. You can see email support structure set up for both the Social Media Spokespeople and the ‘non spokes people’  in the document.

Would you agree that this is a model for other organizations to emulate?


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

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