Anne Carelli, Digital Comm Manager for Coke is talking about their social media activities

Several years ago Coke realized that Coke.com is not their home page – it is Google.com, digg.com and YouTube.  Take the time to keep abreast of what is showing up for your brand in thee new social sites and search engines.

New mantras that have arisen out of social media-

1. Fish where the fish are.  Don’t build new communities and micro sites.  Go where the people already are.
2. Keep fans first

Cokes social media strategy revolves around 4Rs

1. Review – listen to what’s being said
2. Respond – what to respond to and who should respond. Be accurate and transparent.
3. Record – create more compelling video content. People are 7 – 10 times more likely to click on a video than text.
4. Redirect.  Search and SEO are very important. Make sure the right content is found when people search.  User generated content is getting more search attention.

Yesterday when Anne won her award for Digital Communication she said that if she were given an extra $500 000 to spend she’d put it into SEO and video.

Coke’s new social media program for 2010 is Expedition 206 - Happiness Goes Around.  They conducted a search online for 3 young people to be Happiness Ambassadors.  They’ll  travel to 206 countries in 365 days and report back on what makes folk happy in each place.  They’ll be blogging and tweeting as they go.

  Stay tuned and watch how this program rolls out.

More about the program on Mashable