Diageo

As a global premium drinks business, Diageo has an established interest in harnessing social media as a way to engage directly with its consumers. Reputation management is, of course, a central premise to all activity, and communicating in this space carries the same risks and benefits as any communication in the public domain; Diageo' s marketing communication guidelines apply to social media activity as much as any other.

Balancing risks against long-term value to the brand equity is a careful process that is applied globally as well as by brand. Whilst guidelines and the development of corporate governance and process help rationalise social media activity.