It’s a big enough challenge to create just one online presence for a company. MillerCoors is building two.
Digital Media Specialist Sonal Mehta explained the process to an audience at SocialMedia.org’s BlogWell Chicago conference. On one hand, Mehta said, there’s the MillerCoors brand itself, which the company has never marketed as a brand, even though Miller and Coors merged in 2008. On the other, there’s Tenth and Blake, the company’s craft-beer division.
The two sides of the company generally stay separate and maintain vastly different personae—one more corporate, the other more personal—though they have crossed over in dealing with a crisis.
Mehta said she keeps a content calendar for MillerCoors, whose Miller Lite and Coors Light brands only joined Twitter in the past few months. She says those accounts are intended for media, distributors, employees, and consumers with the purposes of brand building, crisis prevention, and consumer affairs in mind.
The company is still working on social media guidelines for employees, said Mehta, who uses an enterprise version of Hootsuite to manage the accounts.