Why does Marketing seem to have all the fun with new media? Brand managers get to experiment with flashy Facebook pages and micro-sites to drive product awareness and purchase. Corporate communicators are often relegated to simply Tweeting the company’s latest financial statements.
Not all Communications teams are accepting their fates as the “corporate” voice of the company! We’ve shared solid examples from Deloitte and MoneyGram who are using Facebook to unite global audiences around the company, not just its brands. Likewise, Kraft Foods’ Company Facebook page builds connections with stakeholders by providing updates on news and global initiatives.
We like the page because it’s working toward two main social media objectives: ‘listening’ and ‘connecting’ with stakeholders worldwide. This strategy is reflected in the design of its landing page, the choice of tabs, and rich global content.
So, what is it that makes the Kraft Foods – Corporate page ‘liked’ by its followers?
- Defined raison d’être: Kraft Foods uses its corporate Facebook page as a common platform for all company news and global events and to listen and connect with its target audience. This distinguishes it from other Kraft Foods Facebook pages like the Kraft Recipes and Tips page which focuses on North American audiences or the Oreo page for cookie loyalists. Read More »
