In this episode of Radical Content, Eric Gray interviews Roberto Mastrocola, former senior director of social media at Coca-Cola. They discuss the evolution of social media within legacy brands, the importance of storytelling and engagement, and the challenges faced by companies in adapting to the digital landscape. Roberto shares insights on successful campaigns like 'Share a Coke' and the strategies that helped Coca-Cola connect with audiences globally. The conversation also touches on the significance of building a strong social media team and the need for brands to embrace cultural relevance, especially with Gen Z on platforms like TikTok.
Chapters
00:00 Introduction to Roberto Mastrocola and Coca-Cola's Legacy
03:07 The Evolution of Social Media at Coca-Cola
06:13 Social at the Core: Strategies for Engagement
08:53 Challenges in Legacy Brands Embracing Social Media
11:55 The Importance of Storytelling in Brand Building
15:00 Coca-Cola's Content 2020 Initiative
17:57 Building an Enterprise-Level Social Media Team
21:08 The Share a Coke Campaign: A Case Study
24:03 Coca-Cola's Approach to Gen Z and TikTok