5,000 every day, people discuss, debate and embrace The coca-cola company and our brands in thousands of online conversations. We recognize the vital importance of participating in these online conversations and are committed to ensuring that we participate in online social media the right way. These Online social Media Principles have been developed to help empower our associates to participate in this new frontier of marketing and communica- conversations a day about tions, represent our company, and share the optimistic The coca-cola company and positive spirits of our brands. in social media outlets. The vision of the Company to achieve sustainable growth online and offline is guided by certain shared values that we live by as an organization and Online as individuals: • LEADERSHIP: THE COURAGE TO SHAPE A BETTER FUTURE; sOciAl • COLLABORATION: LEVERAGING OUR COLLECTIVE GENIUS; • INTEGRITY: BEING REAL; • ACCOUNTABILITY: RECOGNIZING THAT IF IT IS TO BE, IT’S UP TO ME; MeDiA • PASSION: SHOWING COMMITMENT IN HEART AND MIND; • DIVERSITY: BEING AS INCLUSIVE AS OUR BRANDS; AND • QUALITY: ENSURING WHAT WE DO, WE DO WELL. These Online social Media Principles are intended to outline how these values should be demonstrated in the online social media space and to guide your participation in this area, both when you are participating personally, as well as when you are acting on behalf of the Company. It PrinciPles is critical that we always remember who we are (a marketing company) and what our role is in the social media community (to build our brands). DECEMBER 2009 The same rules that apply to our messaging and communications in traditional media still apply in the online social media space; simply because the development and implementation of an online social media program can be fast, easy, and inexpensive doesn’t mean that different rules apply. The Company encourages all of its associates to explore and engage in social media communities at a level at which they feel comfortable. Have fun, but be smart. The best advice is to approach online worlds in the same way we do the physical one – by using sound judgment and common sense, by adhering to the Company’s values, and by following the Code of Business Conduct and all other applicable policies. Any Questions about the Online social Media Principles should be directed to email@example.com. Our expectations for Online spokespeople Just as with traditional media, we have an opportunity – and a responsibility – to effectively manage the Company’s reputation online and to selectively engage and participate in the thousands of online conversations that mention us every day. These 10 principles guide how our certified Online spokespeople should represent the company in an online capacity company commitments company And Agency Associates’ Online when they are speaking “on behalf of the Company:” The Company adheres strongly to its core values in the online social social Media Activities media community, and we expect the same commitment from all Company The Company respects the rights of its associates and its authorized representatives – including Company associates, and associates of our agencies’ associates to use blogs and other social media tools not only as 1. Be Certified in the Social Media Certification 6. When in doubt, do not post. Associates are Program. All associates who wish to offi- personally responsible for their words agencies, vendors and suppliers. Any deviation from these commitments a form of self-expression, but also as a means to further the Company’s cially represent the Company online must and actions, wherever they are. As online may be subject to disciplinary review or other appropriate action. business. It is important that all associates are aware of the implications of complete the Social Media Certification spokespeople, you must ensure that your Program prior to beginning or continuing posts are completely accurate and not engaging in forms of social media and online conversations that reference these activities. misleading, and that they do not reveal the Company and/or the associate’s relationship with the Company and its non-public information of the Company. brands, and that associates recognize when the Company might be held 2. Follow our Code of Business Conduct and all Exercise sound judgment and common other company policies. Our Code of Busi- sense, and if there is any doubt, DO NOT responsible for their behavior. ness Conduct provides the foundation for POST IT. In any circumstance in which you these Online Social Media Principles: “As are uncertain about how to respond to a a representative of [the Company], you post, send the link to online.relations@ must act with honesty and integrity in all na.ko.com. matters.” This commitment is true for all forms of social media. In addition, several 7. Give credit where credit is due and don’t violate The Five Core Values of the Company in the Online Social Media Community Our Expectations for Associates’ Personal Behavior in Online Social Media other policies govern your behavior as others’ rights. DO NOT claim authorship of a Company spokesperson in the online something that is not yours. If you are us- There’s a big difference in speaking “on behalf of the Company” and speaking “about” the social media space, including the ing another party’s content, make certain 1. Information Protection Policy and that they are credited for it in your post Transparency in every social media 3. respect of copyrights, trademarks, rights Company. This set of principles refers to those personal or unofficial online activities where engagement. The Company does not of publicity, and other third-party rights the Insider Trading Policy. and that they approve of you utilizing you might refer to Coca-Cola. condone manipulating the social media in the online social media space, includ- their content. Do not use the copyrights, flow by creating “fake” destinations and ing with regard to user-generated content 3. Be mindful that you are representing the trademarks, publicity rights, or other company. As a Company representative, rights of others without the necessary posts designed to mislead followers and (UGC). How exactly you do this may 1. Adhere to the Code of Business Conduct 4. let the subject matter experts respond to it is important that your posts convey control a conversation. Every Web site, depend on your particular situation, so and other applicable policies. All Company negative posts. You may come across permissions of the rightsholder(s). “fan page” or other online destination work with your cross-functional teams to associates, from the Chairman to every negative or disparaging posts about the same positive, optimistic spirit that that is ultimately controlled by the make informed, appropriate decisions. intern, are subject to the Company’s Code the Company or its brands, or see third the Company instills in all of its commu- 8. Be responsible to your work. The Company Company must make that fact known to of Business Conduct in every public set- parties trying to spark negative conver- nications. Be respectful of all individuals, understands that associates engage in users and must be authorized according ting. In addition, other policies, including sations. Unless you are a certified online races, religions and cultures; how you online social media activities at work for 4. responsibility in our use of technology. conduct yourself in the online social legitimate purposes and that these activi- to applicable internal protocols in order We will not use or align the Company the Information Protection Policy and the spokesperson, avoid the temptation to to track and monitor the Company’s with any organizations or Web sites that Insider Trading Policy, govern associates’ react yourself. Pass the post(s) along to media space not only reflects on you – it ties may be helpful for Company affairs. online presence. We also require bloggers deploy the use of excessive tracking soft- behavior with respect to the disclosure of our official in-market spokespersons who is a direct reflection on the Company. However, the Company encourages and social media influencers to disclose ware, adware, malware or spyware. information; these policies are applicable are trained to address such comments, all associates to exercise sound judgment to their readers when we’re associating to your personal activities online. at firstname.lastname@example.org. 4. Fully disclose your affiliation with the company. and common sense to prevent online with them, whether by providing them The Company requires all associates social media sites from becoming a 5. Utilization of best practices, listening to who are communicating on behalf of distraction at work. with product samples or hosting them the online community, and compliance 2. You are responsible for your actions. Anything 5. Be conscious when mixing your business and at Company events, and we need to you post that can potentially tarnish the personal lives. Online, your personal and the Company to always disclose their with applicable regulations to ensure monitor whether they are complying Company’s image will ultimately be your business personas are likely to intersect. name and their affiliation. It is never 9. remember that your local posts can have that these Online Social Media Principles with this requirement. responsibility. We do encourage you to The Company respects the free speech acceptable to use aliases or otherwise global significance. The way that you remain current and reflect the most participate in the online social media rights of all of its associates, but you must deceive people. State your relationship answer an online question might be up-to-date and appropriate standards with the Company from the outset, e.g., accurate in some parts of the world, 2. Protection of our consumers’ privacy. This of behavior. space, but urge you to do so properly, remember that customers, colleagues “Hi, I’m John and I work for The Coca-Cola means that we should be conscientious exercising sound judgment and and supervisors often have access to the but inaccurate (or even illegal) in regarding any Personally Identifiable common sense. online content you post. Keep this in mind Company….” This disclosure is equally others. Keep that “world view” in Information (PII) that we collect, including when publishing information online that important for any agency/vendor/partner/ mind when you are participating in third party who is representing the Com- online conversations. how we collect, store, use, or share that 3. Be a “scout” for compliments and can be seen by more than friends and pany online. They must disclose that they PII, all of which should be done pursuant criticism. Even if you are not an official family, and know that information origi- to applicable privacy policies, laws and online spokesperson for the Company, nally intended just for friends and family work “with The Coca-Cola Company.” 10. Know that the internet is permanent. IT policies. you are one of our most vital assets for can be forwarded on. Remember NEVER Once information is published online, monitoring the social media landscape. to disclose non-public information of the 5. Keep records. It is critical that we keep it is essentially part of a permanent If you come across positive or negative Company (including confidential infor- records of our interactions in the online record, even if you “remove/delete” it remarks about the Company or its brands mation), and be aware that taking public social media space and monitor the later or attempt to make it anonymous. online that you believe are important, positions online that are counter to the activities of those with whom we engage. If your complete thought, along with consider sharing them by forwarding Company’s interests might cause conflict. Because online conversations are often its context, cannot be squeezed into a them to email@example.com. fleeting and immediate, it is important character-restricted space (such as for you to keep track of them when you’re Twitter), provide a link to an online officially representing the Company. Re- space where the message can be member that online Company statements expressed completely and accurately. can be held to the same legal standards as traditional media communications. Keep records of any online dialogue pertaining to the Company and send a copy to firstname.lastname@example.org.
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