As I was reading through The Big Money Facebook 50: Companies making social media work.article yesterday, I saw that Coca-Cola was the number one brand on the list. I wanted to see why so I decided to check it out. When I got to their page I was greeted with this.
Which prompted me to ask or question on Twitter the following:
The answers came fast and furious. Surprisingly or not, they were mixed and I can see why. As social media marketers and brand execs struggle with the best way to have conversations wrapped around their brand, they always run the risk of reverting back to a push style method of marketing. And that’s the rub.
What if consumers prefer that method? Or just don’t care? They just want whatever the brand is willing to give them for free, and they don’t care. So with that being said, giving up all of my contact information, profile information and my friends information for what might be behind the welcome screen doesn’t matter. Apparently not. Or the promise of what might be behind the curtain is compelling enough for me. Given Coke’s status as the number one brand on Facebook according to this list, I think we know the answer.
So what’s my point? Yes the conversations are important but sometimes customers don’t want to talk with brands, they just want what the brands are willing to give them provided the customer is willing to give up its privacy. Do you really think that Coca-Cola is that sexy of a brand to be worshiped all the way into the #1 spot on Facebook? No. It’s the allure of what might be.