Social media puts the fizz back in Coke and Pepsi

06/2/2010 | Harvard Business Review online

Coca-Cola and Pepsi are working hard to build a dedicated social-media following, with both focusing on winning the trust and even admiration of their customers. That's a sound strategy, writes John Sviokla, since it's only by banking trust in good times that firms can protect themselves against a social-media backlash when things go sour.

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