Coca-Cola Brings Brand's Fans to its Defense

By Buck Dossey, Associate Director, Client Strategy & Development

Worried about what might happen to your brand if someone says something negative in social media land? Many brands have this concern, especially if there are known issues or complaints.

So what do you do if this happens to you? Well, take a look at what Coca Cola did on Facebook. Aside from having a fantastic page, they did something revolutionary: they let their customers defend the brand. In a blog topic entitled Coca-Cola Hurts Animals, an animal rights activist accuses coke of sponsoring animal cruelty through its rodeo sponsorships. Rather than duke it out online, Coca-Cola let their fans debate the issue and come to the rescue of the brand’s reputation.

While this strategy may not work for everyone, it’s worth seeing how the conversation unfolded. The most important thing is that the conversation took place.

Check it out!


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