Meet Katie O’Gorman, Director of Social Media Strategy & Content at Coca-Cola
As the Director of Social Media Strategy & Content for one of the biggest brands in the world, Katie O’Gorman has established herself as one of the biggest names in the marketing industry.
Coca-Cola is one of the most recognizable brands in the world, serving customers in over 200 countries. The company is also ranked number 87 in the 2018 Fortune 500.
When it comes to social media and consumer engagement, Katie O’Gorman is leading the company to new heights. She helped the company create what’s known as the North America Social Center, an in-house marketing organization that manages and measures social strategy for nearly a dozen Coca-Cola brands, including Diet Coke, Coke Zero, and Minute Maid.
The company is using optimism in its social media campaigns, reinforcing the positive elements of Coca-Cola such as bringing people together and enjoying life. The company has also seized the latest trends in popular culture, such as the release of the new season of Stranger Things on Netflix and the USA Women’s Soccer Team.
Discover how Katie O’Gorman is helping the world’s largest beverage company reinvent itself amid changing times.
Embracing Optimism in the Digital Age
Katie O’Gorman has helped Coca-Cola focus on optimism in the digital age. As the company invests heavily in social media, the brand has become a symbol for fun, togetherness, and motivation.
The company has been around for over 130 years, but it continues to stay relevant amid these changing times. On apps like Instagram, Twitter, and Facebook, the company regularly posts about the latest trends in popular culture and other noteworthy events, which keeps Coca-Cola top-of-mind for millions of consumers all over the world.
When Netflix released the third season of Stranger Things back in July, O’Gorman and her team created an entire series of upside-down posts, playing off one of the key elements of this insanely popular show. They even released 80s-themed cans with vintage labels.
The company is also tying its products to ideas of patriotism and personal success. When the USA Women’s Soccer team won the World Cup, the company posted regularly about the team’s achievements and how believing in yourself can lead to great things.
In divisive political times, the company has managed to cut through the noise by focusing on positive emotions and experiences. O’Gorman and her team want the company’s customers to have fun and enjoy life. They regularly feature user-generated content to help show off the human side of this massive corporation, giving customers more reasons to buy this delicious fizzy beverage.
Overcoming Obstacles in Changing Times
While Coca-Cola continues to be one of the biggest brands in the world, the company has had to reinvent itself over the years. As consumers become more health-conscious, the brand has started to follow suit. They launched the new 7.5-ounce mini-can in 2009 and started using cane sugar in production instead of corn syrup.
Katie O’Gorman is helping the company reinforce this new image on social media. With customers all over the world and more than ten different beverages and brands to manage, O’Gorman has her work cut out for her. She’s been instrumental in helping the company differentiate these brands for different types of consumers, so everyone can find the right Coca-Cola product for their unique personality and lifestyle.
By creating the North America Social Center, O’Gorman and the rest of the company’s social media team can focus in on the latest trends, analyze the results, and continuously improve their outreach strategies.
The company is embracing transparency, corporate social responsibility, and employee advocacy. With over 100,000 associates, they recently posted a list of “Social Media Principles” on their website for Coca-Cola employees looking to promote themselves and the company on social media.
This helps Coca-Cola extend its reach on social media, while making sure the company’s employees are living up to certain standards and values when posting about the brand and its products.
Prior to working for Coca-Cola, O’Gorman worked for American Express for seven years. She’s managed dozens of different accounts and campaigns over the years. Sign up for a digital marketing convention to learn more about her experiences and how marketers can capitalize on emerging trends.
