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The Coca-Cola Company “is never afraid to try something new, which is really admirable”, says Tick Yes managing director Peter Applebaum.
Coca-Cola understands that for social media, user-generated content is important and that consumers want to share with one another, rather than be obviously sold to, experts say.
Coca-Cola’s presence on blog-hosting platform tumblr lets it show its brand personality by creating dialogues, curating and producing content, says Working Three chief executive Mark Cameron. That’s a big difference from making TV adverts, for instance.
“This is a scary place for a huge multi-national, campaign driven FMCG [fast moving consumer goods] entity to exist in,” says Cameron. “The apparent loss of control in moving from approved, planned content to free-form, democratic dialogue is huge.”
Social media tip: Don’t be scared, dip your toe into new platforms as they come up.