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This article about Coke’s Facebook strategy is spot on for what we are always telling our web marketing clients here in Miami and that is that you have to open up to your customers and prospects, no matter what business you are in. The days of hiding behind a corporate veil are over. If you want to succeed for the long term, then let your customers into your business. Those that don’t usually don’t produce a quality product, so they fear the truth. If you fear the truth, then ask yourself if it’s really worth it to be in business.
Best Practice #3: Coke’s Driving Facebook Principle Is “Collaborate.” The page itself was founded by two Coke fans … and later embraced by the company! It is truly a shared undertaking with Coke fans who spend time on Facebook, not something imposed upon them from the outside.
The Takeaways for Marketers:
Conduct a comprehensive review of your branding and social media strategies. Develop strategies which enable you to answer “yes” to these questions:
Do you trust your brand enough to:
* trust your customers?
* give Facebook users an open forum?
* encourage and facilitate collaboration with your customers?