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Coke Exec Says Company Sees No Short-Term Sales Impact From Social Media “Buzz”

March 18, 2013: 12:00 AM EST
Coca-Cola company research shows that social media “buzz” has not led to direct short-term sales, a marketing strategy exec reported at an advertising conference. "We didn't see any statistically significant relationship between our buzz and our short-term sales," the exec reported. But he pointed out that the findings do not mean that social media presence has no impact. The research covered only buzz, not sharing, video views or other factors associated with social media marketing. Coca-Cola’s flagship brand has 61.5 million fans on Facebook, the largest of any brand. A Coca-Cola marketing executive later acknowledged that the findings about buzz are true "in isolation", but that social media play a "crucial role”.
Jack Neff, "Buzzkill: Coca-Cola Finds No Sales Lift from Online Chatter", Advertising Age, March 18, 2013, © Crain Communications
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