While putting together our recent series of posts looking at how major brands use the four main social networks I’ve somehow managed to overlook Coca-Cola, so today I have rectified that startling omission.
Coca-Cola is one of those instantly recognisable brands that would rake in fans and followers without even trying, so it’s to its credit that it has active account across the social web.
So, here’s a quick look at how it uses Facebook, Twitter, Pinterest and Google+.
Coca-Cola has attracted 63 million fans to its main Facebook page, which isn’t that surprising as it’s one of the most recognisable brands in the world.
And one of the privileges that comes with its international celebrity is the ability to leave its Facebook page unattended for long periods of time.
While other consumer brands such as ASOS and Red Bull push out several updates per day in order to keep their fans interested, Coca-Cola often goes more than a week without posting anything.
Starbucks enjoys a similar position to Coca-Cola and has around 30 million fans and a huge amount of on-page engagement despite the fact that it rarely posts any updates.
Furthermore, as Coca-Cola doesn’t have its own stores its social strategy isn’t focused on driving people to its shops or to an ecommerce platform.
Instead it’s all about maintaining the brand image and raising awareness of its ad campaigns.
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