Coke – Be flawesome in your Social Media Marketing

social media marketingCoke’s Wendy Clark, when interviewed by CNN, explains that they are now being ‘flawesome’ in their social media marketing activities.

Gaining engagement and ROI in Social Media depends on 7 important factors, according to Clark. And when you make mistakes… be ‘flawesome’! What does that mean?  Clark says it means digging into the mistakes, or flaws, and finding out how to ‘make it better’.

Her points are good, solid, marketing advice.  Not just for social media marketing, but for all kinds of other marketing too.  She says that the main focus should be to be shareworthy.  With a Facebook following of 52 million plus, and a Twitter following of 600K, you’d think that Coke might feel they have it made.  But Clark says that those millions of connections are simply a gateway to reach the rest of the world who are connections of the existing Coke advocates.

Hence… be shareworthy in everything you do.  If you can inspire or engage people to share what you post, you’ll find success.  It’s great advice, especially for those who are looking to social media to develop not only a loyal following, but also a tangible ROI – something for which most business social media marketers have been striving with little success. We know that images and videos are perhaps amongst the most shared postings online, so it makes sense to leverage the power of infographics, cute images and video in whatever way you can.

Clark’s second piece of advice is equally sound:  listen… then respond authentically.  As a social media marketer, this is always the greatest challenge.  If you create a social media profile, you’d better know what ‘voice’ you want it to articulate… and not be so stuck in corporate correctness that you post and respond as if you’re in the corporate legal department.

Engaging is a two way street.  If you want to engage, you have to encourage and participate in the conversation.  As any true blue marketer knows, the first objective is to join in the conversation already happening in your audience’s head.

If you’re running corporate social media accounts the best way to handle this is by having at least 2 streams of content being published consistently, long term.  The first stream should be content that’s interesting to your audience and provides some kind of benefit – perhaps educational videos or tips etc that are linked to your corporate online presence, or landing pages etc.  The second stream should be more informal and include ‘human’ information.  Snaps shots of behind the scenes happenings… the company picnic, the office manager’s new baby, the CEO’s fishing trip, the office involvement in the community and so on.

It’s great if you can encourage staff to contribute by posting and sharing, rather than having everything coming from one corporate poster alone.

When people within the company can become involved in the organization’s social media, you’ll find that the buzz begins to grow and spread organically.  You’ll also find that it begins to sound more authentic and spontaneous.  So long as everyone knows and respects the parameters, it works well.

Some organizations are afraid that if they give staff the ability to become involved without supervision on the company’s social platforms that it’ll be like a ticking time bomb waiting to explode with some indiscretion sooner or later.  While this is a possibility, if the parameters are easy to understand and follow, the risks are outweighed by the benefits.

Parameters can be as simple as: ‘no posting about clients or proprietary technology.  No posting of negativity about anything.’

Besides being of benefit in creating an authentic voice, it makes everyone feel part of the team… and as a morale building exercise it’s extremely valuable.

Read more about what Wendy Clark said here:

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