Gerard Babbits, social media marketing manager, global interactive marketing at Coca-Cola said that Twitter is a conduit for managing social issues globally that might impinge on the brand's standing.
"We have account teams that monitor global tweets in five languages," he said. "They listen and red-light trends that are problematic, such as political issues, part of consumer affairs which is on
duty 18 hours a day, 7 days per week. They respond either on the fly or they have canned responses to hot topics that continuously come up for us."
