Coca-Cola
The Coca-Cola fan page seems generic at first glance, but upon closer inspection it is really a testament to the brand’s commitment to user participation. First, Coca-Cola has taken the unorthodox step of displaying user created content in their main page Wall feed by default, something that most brands shy away from. That means that the page is really powered by user generated content, good and bad. That’s a bold move for Coca-Cola, but one that really demonstrates their interest in getting fans involved with the brand.Another way that Coca-Cola stands out, is their approach to photo albums. Many companies simply incorporate an album of product pictures and call it a day, but Facebook offers companies a chance to get creative with photos, and Coca-Cola realized that. They have a number of albums showing off the product, workers at the company, photos of Coke fans, pictures of Coke products from all around the world, and pictures of old Coke nostalgia. Coke knows that their brand is an icon and people don’t just interact with their product by drinking it — they actually collect it. Their photo albums reflect that.
However, the best example of how Coke is truly committed to their fans on Facebook is the awesome story ofhow the page came to be. The page was originally created by two fans who just loved Coke. Coca-Cola found the page, and rather than trying to buy it or create another “official” page, they rewarded the two fans and worked with them to continue building the page and representing the brand. By empowering their existing fans, rather than trying to marginalize, shove aside, or steam roll them, Coca-Cola has been able to build on the connections that were already established with fans on Facebook before they even arrived in an official capacity.
Taken from: http://mashable.com/2009/06/16/killer-facebook-fan-pages/
No comments:
Post a Comment