At the Business Development Institute’s NYC event today Social Communications: The Case Studies, The Coca-Cola Company’s Director of Heritage Communications Philip Mooney shared a presentation on Coca-Cola Conversations – Connecting an Iconic Brand to its Fans.

He focused on his experience in the first year of blogging at Conversations. The About section of the blog is telling for a number of reasons. Here it is in full:

“My name is Phil Mooney, and I’ve served as the historian/archivist for Coca-Cola for the last 30 years. Welcome to my blog! I’ll share information on a wide variety of topics, ranging from our role in pop culture to brand history to Coke collectibles. However, the blog only works if there is a two-way dialogue. I look forward to chatting with you!”

A few things stand out:

• It’s his blog. It’s not Coca-Cola’s. He doubles down on personality. Score one for authenticity.

• It expresses authority. This isn’t some intern who knows how to use blogging tools. It’s a guy who knows the subject material.

• It’s really about conversations and not meant to be a one-way publishing tool

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