Coca-Cola Social Media Marketing

Coca-Cola

Recently Coca-Cola re-thought their social media marketing scheme. Coca-Cola deleted all the content from their social media pages and relaunched their content on “world’s kindness day”. Coca-Cola’s new social media content aims to create a more unified and optimistic attitude for the world! This new social media marketing has led to exciting, educating, showing real-life experience and engaging customers.

To keep things exciting Coca-Cola’s Facebook page is keeping followers up to date with new ideas, deals, and promotions. One thing I noticed while scrolling through Coke’s Facebook page was the amount of diversity and humanistic content. Coke makes it a point to post about different countries around the world to keep its followers interested. For example on February 3^rd, Coke posts a video with the #TogetherIsBeautiful! The video advertises coke with people all around the world uniting together as one! This video is one of the many ways Coke is increasing its popularity among the millennials who are sensitive to such content.

Coca-Cola’s Facebook page is also used to educate it’s followers - the main use of the Facebook page! The Facebook page is used to convey the message of why they do what they do! This way Coke is adding value to its product and creating a hype about it! An example of Cokes recent posts that further explain this point is the June 20^th Post:  – Coke posts about how female athletes don’t get the same opportunities as male athletes do. Using this they launch their new “Powerade” soft drink that sponsors the US Women’s Football team. Coke basically supports, women athletes, recycling, clean water, and animal-friendly farms to create a community because the community leads to loyal and patriotic customers!

Coca-Cola believes in showing it and not saying it! The Coca-Cola team covers Coke news, announcements and events serving as an internal newswire to show their customers exactly what’s going on within coke. To convey this news, Coke has recently started to experiment with Facebook Live, Snapchat, Instagram stories and YouTube videos. Coca-Cola has also started Photo competitions in different countries to keep their audience engaged but more importantly to get the customers to promote Coca-Cola! By hosting these photo competition, Coke products are brought to light by the customers themselves! This is the most profitable marketing technique, as peer to peer communication is extremely successful. An example of a photo competition that Coke started yesterday is called “#ExtremelyPakistan”. Competitors have to take pictures of something they thing is extremely Pakistani and post it with Cokes hashtag in order to participate in the competition! This way coke keeps their customers engaged and show them real-life experiences!

Coke aims to keep customers engaged through their Instagram age. The recent marketing scheme of spreading happiness is apparent through its Instagram page. This page is used solely for the purpose to spread happiness and positivity. Coca-Cola’s Instagram content now includes posts like: “Your potential is endless”, “Your future is now”, and “Together is beautiful”. The main marketing aim for this is so that Coca-Cola creates a lifestyle, not just a product! Successful businesses add value to their product by making it a lifestyle, Apple does the same! This technique attracts more loyal customers and helps brands stand out in highly competitive markets.

Coca-Cola has invested a lot of time and money in their social media campaign and marketing strategy. It has identified what appeals to the target audience and has designed their marketing strategy accordingly. Spreading positivity and happiness, Supporting climate change, making inclusive gestures of people around the world, taking a humanistic approach and creating a lifestyle out of the product shows the world why Coca-Cola does what it does are some of the key strengths of the new marketing strategies. Other strengths are:

·      Humanistic approach.

·      Content appeals to millennials

·      No negative engagement

·      No contradictory posts

·      Keeps the audience engaged and interested.

·      Adds value to the product by marketing a community and not a product.

·      Has a separate Facebook page for countries all over the world.

·      Represents all countries.

However, while I do love the new marketing strategy and have not seen a better one in the industry I do believe the new marketing campaign has a few flaws! For example:

·      The Instagram page does not engage or excite users. Which may lead to a downfall I the number of followers.

·      Sometimes the same image is posted to many times that can make it a little boring for the consumers.

·      Coca-Cola can be a little manipulative in its approach.

·      Some content can hurt sentiments and can be seen as a money-making strategy.

With that being said, Coca-Cola does set the benchmark for social media marketing in today’s day and age and I do believe that other companies in the food industry should look up to Coca-Cola’s example of social media marketing.





Citation

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(2019, May 30). How Coca-Cola Uses Multimedia to Connect and Engage. Retrieved from https://www.socialshakeupshow.com/coca-cola-multimedia-engage/

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