In the contemporary world, social media is one of the most powerful and effective in organizational branding and marketing. The advancements in technology across the world has significantly increased the number of people with access to smartphones, tablets and laptops. Coca Cola Company is one of the multinational business organizations that reap significant benefits from social media marketing and branding. Coca Cola Company utilizes social media accounts such as Facebook, twitter and YouTube.
Facebook comprise one of the social media platforms utilized by Coca Cola Company. Facebook has a huge potential to double marketing power in many business organizations in the modern world (Stephen, 2016) . The Coca Cola Company has more than 100 million followers on Facebook. Coca Cola Company deploys an effective Facebook marketing and branding approach. The company posts clear and attractive images of the various company brands accessible to people in different parts of the world.
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Twitter is the second social media account utilized by coca cola Company in marketing and branding. Twitter has played a significant role in increasing the coca colas brand popularity. The coca cola twitter account has more than 3.5 million followers. The company uploads videos and images of people during their joyous moments in life. The coca cola company invites loyal and potential customers to take a coca cola drink when they come together and have fun together (Alves et al., 2016) . These strategies play a significant role in influencing the consumer behaviour. The company has a twitter handle @Cocacola. The coca cola company has more than 212k tweets which form o platform for successful adverting.
YouTube is one of the social media accounts used by coca cola Company in increasing the popularity of brand across the world. The coca cola company has a well defined YouTube strategy. One of the effective YouTube strategy deployed by Coca Cola Company is the use of videos which are shared through the company’s YouTube channel. The videos used by Coca Cola Company tend to capture peoples moments of joy in life. The coca cola marketing strategy is based on the “feel good factor”. Through the YouTube marketing, Coca Cola Company attracts a high number of viewers and likes. The coca cola company’s main target comprise of the millennial generation (Duffett, 2017). Coca Cola Company has more than 5000 videos uploaded through the company’s YouTube channel. The company deploys diverse languages in marketing which enables the company to get the message in the videos to different people from different backgrounds. One of the videos uploaded by YouTube in the company’s channel is “tastes the feeling” video.
Through the above social media accounts, the company aims to remember sharing a coca cola drink during their moments of joy through Facebook posts such as “taste the feeling”. Through the social media accounts, Coca Cola Company informs the customers across the world of the changes in their products or introduction of a new product in the market.
The company keeps track of reaction of existing and potential customers through keeping a check on the number of likes, tweets and views. The coca cola company can determine the number of people accessing information through the likes and dislikes in a Facebook post of a tweet. Social media accounts also provide for an interactive platform between the company and the customers (Stephen, 2016). Through the comments and tweets, the coca cola company can get feedback on the customers complain and take the appropriate action.
Coca Cola Company has a very effective social media strategy. The coca cola social media strategy enables the company to access the needs and preferences of their customers through addressing issues raised online. The Coca Cola social media strategy enables the company to set and achieve measurable goals.
References
Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing , 33 (12), 1029-1038.
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers .
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology , 10 , 17-21.
