Coca-Cola on TwitterOn Twitter, Coca-Cola has 2.4 million followers worldwide, and theyre paying close attention. Over the last month, @cocacola has Tweeted 1,994 times. Thats over 60 Tweets a day, which has generated 81,925 engagements that created over 1 BILLION potential impressions during the last 30 daysCrowd-Sourced ContentCoca-Cola runs campaigns to engage itsaudience and generate content that they can share. This is one of my favorite social tactics. Not only are you engaging your current audience and making them a very real part of your brand experience, youre creating a collection of advocates.Id bet good money that every single person in this video will Retweet/share/mention this video to their audience, who may not follow Coca-Cola yet.Direct EngagementOne of the biggest challenges for any large brand is keeping up with the volume of mentions. Coca-Cola is one of the best Ive seen at this.83% of Coca-Colas Tweets in the last month weredirect @Replies.This tactic is employed both as a customer-service method, andto show some love for fans that show love to the brand:This tactic has proven very successful for the brand, which channels issues to country-specific customer service hotlines. With an audience the size of Coca-Colas, this attention to detail is a big responsibility, and one of the reasonsfor its success on Twitter.Influencer InvolvementAs a way to encourage its crowd-sourcing tactics, Coca-Cola engages influencers like Ryan Seacrest. This campaign a lead-up to the World Cup in Brasil has used several influencers as a way to get users to add their own selfies to their massive project.

Their entire presence on Twitter is a message of inclusion, and its one thats working well for the brand.Coca-Cola on TumblrIn a recent presentation,Marissa Mayer highlightedCoca-Cola as one of the best storytelling brands on Tumblr. She wasnt lying, the beverage brands Tumblr blog is taglined Where Happiness Lives Online and its a hard one to ignore.

Animated .gifs of high-fives, puppies in sweaters, and cartoon polar bears dancing on tropical islands make the page a really fun place to browse.Mixed MessagesCoca-Cola does a seamless job of balancing product placement with random images that are meant to keep things light and fun. This concept is essential to social content. No one wants a sales pitch 24/7. Give them something to enjoy, and theyll appreciate your brand that much more for it.This tactic makes Coca-Colas Tumblr blog a destination page, and its paying off.Over the past month, Coca-Cola has posted 15 times on Tumblr (all photos or animated .gifs), but itsseen 35K reblogs across its entire suite of Tumblr posts. This is the biggest value of the network, in my opinion. The longevity of a Tumblr post is much greater than on other networks. This is something that Coca-Cola has benefited from. Over 14% of its reblogs come after a post is 14 days old.

Coca-Cola on InstagramCoca-Colas networks dont live in a vacuum. The social team shares content in order to bolster itsaudience on every network, like this Instagram post, which was shared on Tumblr:

Embracing VideoCoca-Cola has embraced video more than most brands on Instagram. Four of itslast 15 posts have been videos, and its working. These four videos have averaged 5.5K likes and 90 comments each.Coca-Cola on FacebookCoca-Colas biggest fanbase is on Facebook. 82 Million fans like the brands page. Coca-Colauses this space to promote the same brand initiatives and campaigns as it does onother channels.Staying CohesiveCoca-Colas dedication to seamless content is apparent when you visit its Facebook page, Instagram photos, images seen on Tumblr, and influencervideos like thisthat are also shared in their Twitterfeed.

For large brands, Facebooks ability to generate huge audiences makes it the perfect hub for content from across the board, and Coca-Cola is doing a great job of capitalizing on this.