June 12, 2012

If you are like the majority of marketers or businesses out there today, your social media efforts fall into two categories. Either you are actively embracing social media or you are ignoring social media in hopes that it is a passing phase. If you fall into the later category, I wish you well but you are missing the boat. If you fall into the category of embracing social media, I ask you, do you have a clear understanding of how to use social media well? Let’s take a look at a company that is rocking the social media universe and see exactly what it is that they are doing that is making them such a success. After we see what it is that works, you can mimic those strategies into your own social media marketing campaign.

Coca-Cola has over 42 million Facebook fans. In fact, they have 42, 525,826 fans and on any given day, over 300,00 fans are ‘talking about’ them on Facebook. While this company has millions of dollars to invest in their advertising and marketing efforts and these efforts are on all forms of media, television and print, for our purposes we will focus on Facebook. Are they spending a fortune on Facebook ads? Are they using fancy graphics and expensive video to promote their products? Are they constantly self-promoting their soft drink in order to sell more? Well, we can’t gauge how much they are spending on Facebook ads but we can answer the other two questions. The answer to if they are constantly self-promoting and posting a ton of flashy images is no.

This past Friday, they shared a link for the London 2012 Olympic Games. The post was very simple. “London is calling – Light up Times Square with your cheers to the athletes! #CheersTeamCoke” This post provides the fans with a few different elements. One, it supports the Olympic Games, which inherently does not fall under self-promotion. Two, it shows support to the athletes who are participating and finally, the underlying self-promotion or call to action is extremely subtle. They aren’t saying “Buy Coke to support the London 2012 Olympic Games”. They are suggesting that having Coca-Cola supports the games and that by drinking a coke, you are supporting the games as well. See the difference? How can you incorporate this technique into your own Facebook marketing?

Keep it simple. This is what we can learn from Coca-Cola. While your brand may not achieve a following of over 42 million, you can keep your posts quirky, fun, informative and subtle. Drop the overt self-promoting status updates and actually give your fans what they want. Coca-Cola is a great example of many brand fanpages out there that we can observe and mimic. Consider it a free education.

Happy Marketing!
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(Image by DeusX Florida)

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