Social Media Best Practice Guidelines for The Coca Cola Company Twitter Handle (Mockup)
The Coca-Cola Company has a responsibility to ensure our communication methods align with our products and guiding principles. Putting the audience first is core to our media strategy. We believe in relevancy, respect, and the rights of individuals. We require our marketing strategies and digital media approach to be followed by our stakeholders and to operate with the highest level of integrity and transparency. Our responsible digital media principles include the following but not limited to:
1. Ensure Quality — We aim to work with platforms that accept responsibility for the content posted on their sites. Content is consistent with our values to ensure it’s moderated and respectful. We do support nor engage in platforms that promote hatred or division.
2. Promote Respect — We will seek out platforms that nurture balanced, productive, and respectful comments. We will avoid platforms that generate negative environments with the intent to cause aversion or harm.
3. Protect People — Our content is about our business, our products, our people, and the communities where we do business. We will work with media platforms that conduct business responsibly, respect users’ privacy, and protect the safety of children.
4. Audit Platforms — We will actively monitor platforms for violations of this policy. We also require our vendors and advertising partners to monitor their platforms and hire third parties to conduct audits.
5. Transparency — Acceptable content and industry standards throughout the digital media platforms are important to us and for audiences to know what to expect. We strive to work with platforms and ecosystems that are transparent in standards and content.
6. Enforce Policy — As we are made aware of violations of this policy, we will address the situation with the platform and take appropriate action, which may include a temporary or indefinite suspension of advertising and media investment.
Additional information can found in our Responsible Digital Media Principles handbook Coca.Cola.2021.Responsible.Digital.Media.Principles. Below is a set of guidelines to follow when engaging with the audience on The Coca Cola Company Twitter handle:
Below are examples to follow when in engaging with audience. When not certain how to issue a response due to the nature of content (e.g. threats of violence, repeated trolling from an audience member, or any unusual insensitive information), contact a member of the leadership team and/or legal department for further review.
- Example of how to respond to audience member with a concern
2. Example of how to respond to a fan
3. Example of post that meets ideal character count and pixel count
4. Example of post that exceeds 100-character count
5. Example of post with appropriate number of hashtags (2 count)
