Coca Cola and Social Media Marketing

Chris Wharton
University of Redlands

Principles of Marketing BUSB 340
Vernon Stauble
7/28/2011

This paper will define the concept of social media marketing and briefly discuss some strategies associated with the concept. In addition, the paper will discuss how Coca Cola implements social media marketing into their current advertising campaign. Now let us define social media marketing.
Social media marketing is described by (Grant, 2010) “as a term that refers to using social networks such as Twitter, Facebook, You Tube, and Digg, as well as blogs, forums and other online communities to reach online consumers.” Social media marketing has given companies a profound opportunity in reaching mass consumers in all geographic locations throughout the world. All at the touch of a button. This type of media advertising has had a profound affect on marketing concepts and strategies in bringing new consumers through the corporate gates. Now lets analyze some common goals that enable the sale of goods and services through social media marketing. One of the most common goals is to increase brand awareness throughout communities. Coca Cola launched a marketing strategy in 2010 that encompassed a global effort in reaching societies throughout the world. The operation termed, “Expedition 206” encompassed sending the companies three “happiness ambassadors” armed with laptops, video cameras, and smart phones to document their findings. The journey consisted of (Zmuda, 2011) “more than 275,000 miles, 186 countries for 365 days where Coca Cola is sold in order to document for the masses their search for happiness.” Through their technological media the trio posted pictures on Facebook, displayed videos on You Tube, while an instant messaging service QC received a billion visits related to Expedition 206. The expedition