The main wall inside The Hub at
“John’s gonna knock it down to start the day,” Hub social media strategist Ben Kealy says as his colleague approaches the puzzle. “We’re trying to keep our startup mentality going.”
The Hub, ground zero for all things social media pertaining to The
“There are those people who are like “Oh, you’re just on Facebook all the time,” Kealy says. “No, that’s not it…we use tools to read Facebook for us.”
The 600 or so accounts on Facebook, Twitter, Instagram, Snapchat and other social networks around the world the
“We’re trying to understand how our consumers perceive our company, perceive our brands… both the positive and negative,” Kealy says. “There are 33 mentions of Coke per minute in English alone around the world. So people are telling us what they think about us. And it’s up to us to actually listen.”
Kealy doesn’t think
The Hub was the answer, a contact point that keeps the company on the cutting edge of communication as it happens. Now, Kealy and his fellow analysts can track conversations on social media even as they unfold.
On the side of the room opposite Jenga, Kealy and fellow strategist Simon Cowart sit at their desks with nine monitors, laptops and iPads between them. Kealy peruses various platforms looking for the day's top stories. A popular rock artist has just released on his website an old
“We pick up on a lot of different things,” Kealy says. “A great example of that were small towns that were getting a revival. People were coming into the town, renovating the old buildings, and in particular they were renovating the old
Relaying intelligence and social media content opportunities to
The Hub’s strategists are also routinely in contact with the company’s local social media teams. The Hub has more than 30 social centers globally, and each one talks to its audience in a different way.
“Someone was telling me they grew up in Ghana,” Kealy says. “To them,
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