Find the Right Balance of Social Media for Your Business: 5 Social Media Tips from Coke and Dell

Find the Right Balance of Social Media for Your Business: 5 Social Media Tips from Coke and Dell.

Ragantraining.com offers 95 more videos focused on social media, all of which are just a part of the over 200 hours of training available to members.  See the social media offerings here.

Find out more about what’s included in a Ragan Training Membership. 

Gather round, children, for a tale of two tweets at Coca-Cola.

The first message noted that the soda was on sale at local grocers. The second stated, “When you open a Coke, 12,607 bubbles are born. Happy birthday, bubbles!”

Which was more successful? No, not the news of a discount. Birthday bubbles became the most shared commercial tweet on the entire Twitter platform, says Adam Brown, president of the marketing consultancy adMAGINATION.

Listen up as Brown, who led social media at Coca-Cola and Dell, explains how it’s done in Ragan’s “Social Media for PR and Corporate Communications Conference.”

In this video session, you’ll learn how to:

  • Parlay your social media into a stronger social business.
  • Tell stories so you keep your followers engaged
  • Help your bosses gather data that help other departments—and boost your status
  • Develop your own paid, earned, owned and shared strategy
  • Use the 99 percent rule
  • Align your key performance indicators with those of your leaders

In the past, the chief marketing and communications officers slunk into meetings of their fellow chief executives knowing that their departments were cost centers, not  profit centers. Now, social media gives the comms and marketing folks something that every C-suite executive sees the benefit of: data.

Find out how Dell’s social media listening center tracked 27,000 conversations a day in nine languages and sorted these into useful different channels for R&D, human resources, sales and other departments.

Discover why storytelling is vital to keep your fans interested. Find out how to choose one key performance indicator and stick with it—and how doing this reaped benefits for Coca-Cola.

Find out about changes in Facebook that mean companies will have to promote posts which once would have reached most of their followers.

“You’re going to have to spend more money on Facebook to get the same level of people to see your posts,” Brown says.

Reconsider your mix of “paid, earned, owned and shared” media. Find out what platforms your customers or stakeholders use, and establish your presence there (“Fish where the fish are”).

Are you prepared for the changing social media universe? Channels evolve. Companies  have more business-oriented conversations on Facebook, while more consumer-oriented conversations happen on LinkedIn.

Find out why you must think of Facebook as a search engine. The platform is changing and fans “likes” will now turn up in the search results, a departure from the past. This means some fans may be less eager to endorse brands.

Hear about other evolutions in Facebook, including a change in the way ads get revealed to users. Says Brown, “It really tees up an opportunity for us to reinvent ourselves.”


Ragantraining.com offers 95 more videos focused on social media, all of which are just a part of the over 200 hours of training available to members.  See the social media offerings here.

Find out more about what’s included in a Ragan Training Membership.