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Coca-Cola

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+.

By way of comparison, check out our other posts that take a similar look at other brands including Red BullCadburyMicrosoftWalmart and Nike

Facebook

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.

Continue reading on econsultancy.com

Coca-Cola Says Social Media Buzz Does Not Boost Sales

This week, a Coca-Cola representative made a statement that will create more than a few headaches in marketing, PR and advertising departments around the country. For all the talk of encouraging the conversation online, social media buzz does not appear to translate into short-term revenue gains (at least for Coke). Oh, and print ads are the most effective way for Coke to drive per-impression sales. Surprised?

It’s a very dramatic announcement coming from a company with more than 60 million Facebook fans. But don’t freak out just yet–and don’t start gently lowering clients’ expectations, either. According to AdAge, Coke’s senior manager of marketing strategy Eric Schmidt (no relation) warned his audience at the Advertising Research Foundation‘s Re:Think 2013 conference not to read too much into the bombshell headline.

The key point: this study only concerned “buzz”, which the company defines as conversations taking place on social networks and measures by “counting the raw publicly available comments” on Facebook, YouTube, etc. The fact that it’s a very imprecise science will not come as a surprise to anyone who has ever suffered through a comment thread. And it’s a complicated issue, too: Coke’s blanket statement concerns millions and millions of users, and its automated measurement systems have a tough time figuring out which comments are positive. Coke plans to begin refining the way it measures this “buzz”, and other brands will surely follow in its footsteps.

Other key findings:

  • This study didn’t concern “sticky” content or sharing, so you can breathe a sigh of relief on that front
  • Print ads are slightly more effective than TV ads in driving “per-impression” sales(!)
  • Digital display ads are almost as effective as TV spots
  • “Search” ads are about half effective as TV (which is still pretty good)

See on www.mediabistro.com

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