Getting in on Coke's Journey

Tuesday, December 4, 2012

By Adam Kleinberg

After writing a post a few weeks ago called "Is Coke it?" on the new content-driven website for coca-colacompany.com, Ashley Brown, Coke's head of digital and social media reached out to me and invited me to write a follow-up story on the pages of Coca-Cola's very own web site.

After writing a post a few weeks ago called " Is Coke it? " on the new content-driven website for coca-colacompany.com, Ashley Brown, Coke's head of digital and social media reached out to me and invited me to write a follow-up story on the pages of Coca-Cola's very own web site.

In a post called " Why we're here. " Ashley communicates Coke's commitment "to be an open, transparent, and honest host and a thoughtful curator."

Clearly, they mean it. I've heard many stories of brands embracing criticism on their own web properties. I've never heard of one inviting it.

About the author
Adam Kleinberg

Adam Kleinberg is CEO and and a founding partner of Traction. He has written over 75 articles in publications like AdAge, Adweek, Fast Company, Forbes, Mashable and Digiday.

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