Coca-Cola blog - the real thing
February 4th, 2008 by Lloyd Gofton
Excuse the pun, but the sentiment is spot on in my opinion. Coca-Cola’s corporate blog has been causing a bit of a stir in the blogosphere over the last few days, and for once it’s for the right reasons. I’ve lost count of the times that corporate blogs have been hounded and despised by the masses of eager blog critics, but Coca-Cola conversations has been roundly welcomed.
I checked out the blog recently and have to say it’s certainly a breath of fresh air. No hard sell, no stuffy marketing messaging, it’s not even focused on Coke’s business model, corporate opinion or any thinly veiled marketing message. It focuses on Coke’s core strengths of brand and heritage.
Allow me to introduce you to Coca-Cola’s chief blogger - his name is Phil Mooney, director of Coke’s archives…hang on - not CEO, CMO or any C-level position? A real guy with a passion for his subject and access to the seemingly endless Coke memorabilia and advertising materials. Madness i tell you.
Here’s a quote from Phil’s first post: ‘However, the blog only works if there is a two-way dialogue.’ Brilliant!
Now admittedly that does go against my earlier point that this isn’t a just a marketing vehicle - of course at the end of the day it’s about bringing you closer to the brand, but the way it’s carried off is unique, refreshing (no pun) and interesting.
So, credit where credit is due - i think this is a triumph of corporate communications. The test will come when Coca-Cola’s next phase of blogs are launched, on what i assume will be more wide-ranging and serious subjects.
Tags: Blog, coca-cola conversations, coke, corporate communications
February 4th, 2008 at 11:58 pm
Lloyd - you joke surely?
Perhaps we need a new name for the social media equivalent to Greenwash - with a cursory nod to transparency they laugh in the face of the anyone wanting to talk about anything other than their archives.
Blogwash!
February 5th, 2008 at 4:59 pm
Hi Robin - i kid ye not.
This is certainly a safe subject for a first corporate blog, but i think it’s very well executed.
As i said, the test will come when Coca-Cola’s next phase of eagerly awaited blogs are launched, dealing with more challenging topics. However, i don’t think we can blame them for not dealing with these issues in a blog that clearly isn’t set up for that reason.
Time will tell, and I’ll certainly be watching to see if Coca-Cola can deal with the issues you have referred to in an equally suitable way.