COMM 642 Sun Yanan (Nan)
In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton’s bookkeeper Frank Robinson. Now, the Coca-Cola Company becomes the world’s largest beverage company, ventured into the fast growing bottled water industry. The mission of Coca-Cola is to refresh the world, inspire moments of optimism and happiness, create value and make a difference.
Coca-Cola Company hold a My Coke reward program. My Coke Rewards is a customer loyalty marketing campaign for the Coca-Cola soft drink. Customers enter codes found on specially marked packages of Coca-Cola products on a website. Codes can also be entered “on the go” by texting them from a cell phone. These codes are converted into virtual “points” which can in turn be redeemed by members for various prizes or sweepstakes entries. During this activity, the Coca-Cola Company found a post from a frustrated customer in Twitter. This customer complained that it was difficulty redeeming a prize from a My Coke reward program. What’s more, this customer’s profile showed more than 10,000 followers on Twitter. It made the bad reactions in society.
Facing to this situation, the Coca-Cola Company send Adam Brown to deal with this crisis. Adam Brown is head of the social media for the company. He posted an apology on the customer’s Twitter profile and offered to assist in getting the prize. I think this is the strength of Coca-Cola, it has great social media department. From this crisis people can found that Coca-Cola pay more attention to social media, and obtain the last information. The company very emphasis on social media, leader apologized to public in first time and also provide solusion methods. The weakness for Coca-Cola Company is the Twitter is a free speech place, public will exaggerate the truth or spread negative sentiments. So Coca-Cola Company should explain this crisis in short time and show the good attitude to public.
The Coca-Cola Company apologized to public in the first time, to stabilize public’s sentiment. Good attitude is very important. It also showed that Coca-Cola is a honest company; To admit a mistake is a noble virtue. At the same time, company also set out the solusions and compensation. Customers can receive the sincerity and responsibility of Coca-Cola Company. Public can feel be respected and welling to forgive the mistake that the Coca-Cola made.
At last, the customer received the prize and forgave Coca-Cola Company, in addition, that customer changed his Twitter avatar to a photo of himself holding a Coke. At same time, Coca-Cola Company increased its image and obtain more trust of customers. Coca-Cola Company solved this crisis perfectly.
Nowadays, social media is used by so many companies, organizations, and individuals to gauge the sentiments of their publics, prevent crisis, or cope with crisis. Social media is not only an effective method for monitoring and participating in proactive public discourse but also a tool for participatory crisis or emergency communications. Blogs, Twitter, Facebook, and podcasts are used to convey messages, they can build trust or they can destroy trust. Therefore, organizations should pay more attention on these social media. For example, I saw an interesting report said that Coca-Cola and Pepsi make nice on Twitter. Coke was first to say a “gracious (but competitive) hello” to Pepsi on Twitter, and follow its rival. Later Pepsi responded with its own greeting, tweeting “Can rivals and tweeps coexist? We’re willing to find out. :)” Both are now following each other. From this news, we can see that social media had became an important Publicity channels for companies. Every company want to keep their good image in social media. Therefore, it is essential for every organizations to learn how to use social media efficiency.