????5. 內容是新型通貨，應該創作值得流通的內容。

????YouTube上每分鐘上傳的視頻長達72小時，因此這個世界一點都不缺內容。明白這一點之后，你就必須讓自己創作出的內容有用、有趣、重要、值得分享。之所以有這樣的認識，是因為我們發現，我們自己寫的微博和狀態更新所獲得的互動效果，要遠遠好于廣告公司幫我們寫的內容。我們還認識到，在社交營銷中，重復并不總是好事。當我們推出大熱視頻“可口可樂快樂售貨機”并被大量轉發后，我們的第一反應就是復制這段視頻，然而這些復制的視頻點擊率超低，讓我們大失所望。

????6. 我們可以是自己品牌的守護者、管理者和監護者，卻不再是控制者。

????在品牌構建過程中，我們應該與粉絲打成一片，共同創造品牌形象。我曾估算過，有關可口可樂的在線內容中，10-20%來自可口可樂公司，其他80%斗來自網友。我們要想辦法加入網上社區，與粉絲們共同構建品牌。

????7. 每個人都是品牌傳播大使。

????根據最初受眾與最終受眾的原則，我們越來越深信，每個人都是我們的品牌傳播大使，而不僅僅是受眾。其中包括消費者、員工、非盈利組織合作伙伴、媒體等等。所以我們的原則就變成了，我們創作和講述的內容是那些我們希望被人津津樂道的故事。

????譯者：清遠

????5. Content is the new currency. Create accordingly.

????With 72 hours of content uploaded every minute on YouTube (GOOG), the world is not suffering from lack of content. With this in mind, content creation has to be useful, interesting, important, share-worthy. We learned this in seeing the difference in interaction level between status updates and Tweets that we wrote vs. those that our agencies wrote. We also learned that replication isn't always a good thing in social marketing. When we had a hit viral video in Coca-Cola Happiness machine, our first instinct was to replicate the film. We did that and had a fraction of the views.

????6. We might be shepherds, stewards and guardians of our brands, but we no longer control them.

????At best, we get to participate and co-create with our fans. I'd estimate that 10-20% of the content and conversation on our brands comes from us. The other 80%+ comes from others. So we need to get invited in to these communities and co-create with our fans.

????7. Think of your constituents as storytellers.

????Taking the principle of Initial and Ultimate audiences, we're increasingly thinking about all of our constituents as storytellers, not just receivers of our content. This includes our consumers, employees, NGO partners, media, etc.. So our principle becomes that we create content and tell stories that we want to be retold.