Coca-Cola didn’t become the world’s most recognized brand by keeping the cap on the bottle.
The not-so-secret success to Coke has always been its laser beam focus creating happiness that tastes better when it’s shared.
It should therefore come as no surprise that Coca-Cola has popped the cap on another major branding success—50 Million Facebook “Likes.” In the process, Coca-Cola offers a blueprint in how to engage brand evangelists in social media space.
In every respect, Facebook is the perfect match for Coca-Cola. Coke is a brand whose core identity is about sharing and it has masterfully positioned the brand on a social platform built for sharing. But the key to Coke’s success on Facebook is how it engages its followers—always with a question or an invitation for people to share their own ideas.
To celebrate its 50 millionth “Like” Coca-Cola has created a special Facebook app inviting followers to share their thoughts on how to improve the world. Coke promises to select one idea early next year and contribute to the cause.
The lesson for other brands on Facebook is that the platform is not a place for corporate news or industrial relations. It’s a space where organizations can showcase their core values and let followers engage in what it means to them.