The Digital Media Profile of Coca-Cola Amatil
Coca-Cola Amatil’s Social Media
A simple Google search for Coca-Cola Amatil returns hundreds of results about the company. Interestingly, the search engine results page (SERP) for Coca-Cola Amatil is characterized by a knowledge graph, which reveals several digital media profiles that the company has. Such profiles include its website (www.ccamatil.com); it Wikipedia page (https://en.wikipedia.org/wiki/Coca-Cola_Amatil), and its social media profiles on Facebook (https://web.facebook.com/ccaaustralia?_rdr) , Twitter (https://twitter.com/CocaColaAmatil/) , Instagram (https://www.instagram.com/cocacola/) , YouTube (https://www.youtube.com/user/cocacola) and on Google+ (https://plus.google.com/+Coca-Cola).
On Instagram, YouTube and Google+, Coca-Cola Amatil has linked itself to its parent organisation, the Coca-Cola Company, and has therefore not customised those profiles like it has on Facebook and on Twitter. Of the two customised social media pages, Coca-Cola Amatil appears more active on Facebook than on Twitter going by the details and frequency of posts on the former. This report will review Coca-Cola Amatil’s digital media profile on Twitter, paying particular attention to the company’s use of tweets and hashtags.
Key Target Publics and Stakeholders as Revealed on Tweets and Hashtags
A review of who Coca-Cola Amatil follows indicates that most are corporate organisations. The few individuals that the company follows can be defined as people of influence. The screenshot below (figure 1) is an illustration of the ‘influential’ people that Coca-Cola Amatil follows on Twitter, and this seemingly reveals the interest that the company has in people working in the mainstream media.
Figure 1: Some of the individuals that Coca-Cola Amatil follows
Since such people communicate to larger audiences, there is also a possibility that Coca-Cola Amatil believes that following them would reveal issues that the larger public is interested in.
Coca-Cola Amatil’s use of hashtags, however, does not reveal much about the company’s targeted publics or stakeholders. For instance, its use of the RoadtoRio hashtag appears not to have been consistent just as is the case with other hashtags that one would expect the company to have used more deliberately and consistently.
While Coca-Cola Amatil had over 2,400 followers and 1,153 tweets at the time of writing this report, this compares rather badly with Coca-Cola Australia’s page (https://twitter.com/CocaColaAU) which has 5,040 followers and 1,659 tweets. Considering that Coca-Cola Amatil is a regional brand spreading over Samoa, Australia, Fiji, Indonesia, New Zealand and Papua New Guinea, it would be expected that the company would have more activity on Twitter given its larger scale of operation compared to Coca-Cola Australia. Notably, Coca-Cola Amatil only follows 573 individuals and organisations on Twitter. Following such a few people or organisations has arguably limited the reciprocity factor for Coca-Cola Amatil because as Hubspot (2014, p. 44) notes, most people on Twitter feel obligated to follow an individual or entity that follows them first.
From its tweeting history, however, one can surmise that Coca-Cola Amatil has high regard for its shareholders. On August 24, 25 and 26, 2016, for example, the company tweeted about its intention to announce its half year results. For a company whose tweet history reveal gaps that stretch up to six days, tweets regarding the same event in three consecutive days could only be interpreted as a show of interest and regard to the intended audiences, who in this case would be the media and company shareholders.
Typology of Coca-Cola Amatil’s Tweets
At the time of writing this report, Coca-Cola Amatil’s Twitter page showed a history of 1,153 tweets. The company has an average of two tweets a day, and there are times when it goes for days (e.g. September 23 and 29) without posting anything on Twitter. Compared to Coca-Cola Australia, Coca-Cola Amatil’s activities appear normal because the former also does not tweet often and only highlights activities and events that relate to the company. Based on the foregoing observation, one can suspect that low activity on Twitter is perhaps a strategic decision by the larger Coca-Cola Company. Most of Coca-Cola Amatil’s tweets relate to events or projects in which the company has an interest (e.g. charity events where it is proactively playing a sponsorship role), hence indicating that the company understands the role Twitter can play as a public relations tool. Most re-tweets by Coca-Cola Amatil are also evidently meant to boost the company’s corporate profile. This argument is based on an observation that reveals that most of the company’s re-tweets are those that mention Coca-Cola Amatil in a positive light, hence helping the company to enhance its profile as a responsible and caring corporate citizen.
Overall, the typology of Coca-Cola Amatil’s tweets creates the impression that the company is interested in information sharing and reporting news about its activities. Based on this impression, Coca-Cola Amatil can thus be classified as an information source as well as an information seeker (particularly because the company follows people who work in the communication industry as noted elsewhere in this report). Java et al. (2009, p. 125) categorise Twitter users as information seekers, information generators or friends. The latter category is more common among the casual users of the micro-blogging platform.
As Kim and Hammick (2013, p. 4) note, Twitter is an ideal online tool which corporate organisations can use for branding and marketing communications. The efficiency and effectiveness of Twitter for public relations practitioners and marketers, however, depends to a great extent on the followers that a company has and how engaging the company is on the platform (Jansen et al. 2009, p. 2170). Used properly, Twitter can thus act as an electronic version of word-of-mouth communication. A critical look at how Coca-Cola Amatil uses the micro-blogging tool arguably indicates that the company is yet to fully use its Twitter platform as a public relations and marketing tool. One of the reasons why it can be argued that Coca-Cola Amatil does not utilise Twitter fully is the absence of hashtags that the company has tweeted consistently about. Moreover, there are certain times when Coca-Cola Amatil seems to be inactive on Twitter. As Vasquez and Velez (2011, p. 160) observe, the efficient use of Twitter for corporate communications needs consistency, well-written content, and sometimes, the organisation has to go out of its way and attend hashtag-friendly events. Dabbling and tweeting about such events not only increases an organisation’s exposure, but also communicates the organisation’s interests and purpose to its existing and potential followers.
Hubspot 2014, How to get 1000+ followers on Twitter, viewed 30 September 2016, <https://cdn2.hubspot.net/hub/53/file-483882579-pdf/How_to_Get_1000+_Followers_on_Twitter_v3.pdf>.
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Java, A, Song, X, Finin, T & Tseng, B 2007, ‘Why we Twitter: understanding micro-blogging usage communities’, Advances in Web Mining and Web Usage Analysis, vol. 5439, pp. 118-138.
Kim, JY & Hammick, JK 2013, ‘Corporate communication on Twitter: relationship effects on audience behaviour’, Prism, vol. 9, no. 1, pp. 1-14.
Vasquez, LM & Velez, IS 2011, ‘Social media as a strategic tool for corporate communication’, Revista Internacional De Relaciones Publicas, vol. 1, no. 2, pp. 157-174.