Companies looking to leverage the power of Facebook to attract the masses may want to take a lesson from Coca-Cola fans Dusty Sorg and Michael Jedrzejewski. With a fan base of 3.3 million users, Sorg and Jedrzejewski’s Coca-Cola Facebook fan page is one of the most popular pages on Facebook – second to Barack Obama (see Facebook page statistics).
Creating the page was not planned. Sorg and Jedrzejewski simply could not find a Facebook fan page focused on Coca-Cola that appeared legitimate. Deciding to take matters into their own hands, they created a new fan page and posted a high-resolution digital image of a Coke can. It was not long before the page attracted Coca-Cola fans and eventually captured the attention of Coca-Cola executives who wanted to know more about Sorg and Jedrzejewski’s approach. What about their page made it so attractive for fans?
Coca-Cola was also interested in speaking with Sorg and Jedrzejewski about the future of the page and how the company could assist in page operations to comply with Facebook’s recent policy updates.
The company took an engaging approach, inviting Sorg and Jedrzejewski to visit the Coca-Cola headquarters in Atlanta. While there, the two toured the World of Coke museum and had the opportunity to meet with executives to discuss the popularity of the Facebook page.
While Coca-Cola is still not sure why Sorg and Jedrzejewski’s page is so successful, they suspect it had to do with the high-resolution Coke can picture included on the page and the influential friends of Sorg and Jedrzejewski (although they could not confirm this).
From a PR perspective, Sorg and Jedrzejewski’s Facebook page teaches companies that happy customers can be your biggest advocate in social mediums such as Facebook.
Several of Communiqué PR’s clients have also engaged in social mediums as a way to gain advocates. Big Canvas, a creative developer of social media applications and creativity tools for the iPhone and iPod Touch, actively posts application reviews posted on the iTunes App Store to the company’s blog. Posting customer reviews in a company blog can help demonstrate the benefits of your organization’s product or service to new visitors to your site. Another example is Big Fish Games, the world’s leading online destination for games and interactive entertainment. The company actively maintains a Facebook page for fans, highlighting new games for users to enjoy and download.
Most recently, Communiqué created a new Facebook page for Strategic Public Relations: 10 Principles to Harness the Power of PR, a new book co-authored by Communiqué’s own Jennifer Gehrt and Colleen Moffitt. The page provides fans with information about upcoming events related to the book and links back to Communiqué PR’s blog. In addition, fans of the book have the opportunity to post reviews and comments – creating an open forum to discuss topics outlined in the book.
These are just a few ways organizations can become more involved with social mediums to gain advocates. Perhaps Reporter Nicholas Carlson said it best in his article in the Silicon Valley Insider, stating, “The takeaway for us is that Coke got somewhere by realizing it couldn’t control its brand. The customers own the brand, not the brand-makers.”Tags: Barack Obama, Big Canvas, Big Fish Games, Coca-Cola, Coke, Colleen Moffitt, Communique PR, Dusty Sorg, Facebook, Fan Page, iPhone, iPod Touch, iTunes App Store, Jennifer Gehrt, Michael Jedrzejewski, Nicholas Carlson, Paulette Zimmerman, Silicon Valley Insider, Social media, Strategic Public Relation: 10 Principles to Harness the Power of PR, World of Coke Museum