FACEBOOK ACCOUNT WITH MORE THAN 30 MILLIONS

LIKES

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company

Founder (s) John S. Pemberton

Country of Origin United States

Introduced 1886

Area Served Over 200 countries

Flavors Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

Employees 92,400

Servings per Day 1.6 Billion

COMPANY OVERVIEW

Coca-Cola was first sold to the public in Atlanta at Jacob’s Pharmacy

Only 9 servings of the soft drink were sold each day

Sales for the first year were only $50

Today it has 3000 brands-200 nations

COCA-COLA AT A GLANCE

REASON FOR LARGE NUMBER OF

FOLLOWERS/LIKES

“Give consumers content that is

ENGAGING, that's currency!” said Wendy

Clark, Coke's Senior Vice President

Focus isn’t on selling a product, but

LEVERAGING BRAND REPUTATION TO CREATE

A COMMUNITY

STRENGTHENING THE LOYALTY of existing

fans as much as attracting new ones.

ENCOURAGES FANS TO

PARTICIPATE

INFORMAL CONTEST : can help get fans more

excited about the company — and gets them thinking about the product in new

ways.

INTERNAL APPS for use within Facebook:

Get fans involved with the brand & creative projects involving the

product

Posts : call attention, or even ask for donations,

to humanitarian and social causes

Recent development

s

No 3 in the World’s MOST VALUEABLE PRODUCT

FUTURE CHALLENGES OF THE FACEBOOK ACCOUNT THAT YOU HAVE SELECTED

Coke let consumers engage with the brand's assets, even when the company doesn't like what “they” (consumers) are saying/post.

This is the greatest risk to the company's social media strategy.

Plenty of content that we would prefer wasn't around on the page but you can't take that content down. “Your customers have control.”

Leave its page unattended for long periods of time, Coca-Cola often goes more than a week without posting anything.

FUTURE OF SOCIAL NETWORKING

Brands will combine their social media

marketing with their print and broadcast

advertising and budgets for both will

increase.

Companies having employees trained in

providing social networking content.

I predict that social media will be driven

very strongly by mobile. Brands will

continue to shift from web-based promotions

and marketing to mobile.

Channel diversity will continue to grow. New platforms will launch and become relevant.

Expect more growth in visual social media& video based social

media. Platforms such as Instagram,

Snapchat..

Auto-playing video ads on multiple social

media sites.