Via Drew B, I’ve seen that Coca-Cola have embraced social media with a blog, called Coca-Cola Conversations. It’s interesting in some respects - getting an insider their historian/archivist (I didn’t even know such a job existed), Phil Mooney to talk about the brand and the business. Insider knowledge, presenting interesting new things and giving insights into what makes you tick are all hallmarks of good, open communication.

The focus of the blog is the company itself, and on history and collectibles. That’s good engaging some of Coca-Cola’s most passionate advocates. However, they could take it a step further, over time not just talking about themselves and their past, but other sites and things outside of the company that resonate with Coca-Cola’s brand values, with one look to their future as well. By communicating what you find new and interesting it makes that insight and engagement fresh and gives the reader a reason to keep coming back.