Social Media and Business Value Report

Coca Cola and Social Media

In this report I will be investigating how a real organization uses social media and to evaluating its effectiveness based on the readings and lessons presented in the course.

I will be evaluating an organization that uses social media and the organization that I will be evaluating is Coca Cola. Is Coca Cola successful and popular because of social media?



By The Coca-Cola Company (Brands of the World) [Public domain or Public domain], 
via Wikimedia Commons

We all know that technology has become a big part of our lives, everything is now through the use of technology from communication, learning, advertisement, teaching and banking. Even organizations are now using technology and social media as a way to connect to their clients, from recruiting employees to training their employees. The Organization that I have chosen to evaluate that uses social media is Coca Cola. Coca Cola is an organization that started by producing a carbonated soft drink which is well known as coke. The company started operating in 1886. Throughout the years, the company has introduced other soft drinks such as Fanta, sprite, coke zero, diet coke etc. under the brand’s name. This organization has become global over the years almost in every country in the world through the use of the internet and social media. Social media is a big part of the Coca Cola Company through the use of Facebook, twitter, YouTube and other sites. Coca Cola has spread in so many countries, other companies such as Restaurant Brands and other fast food restaurants such as burger king use Coca Cola as their main choice of beverages.

As technology is advancing most organizations like Coca Cola are becoming more active on Social Media advertising their products and interacting with their clients through the use of Social Media.

Coca Cola and the 4C’s

Cook’s 4 C’s of social software are

Communication – allows people to converse with others

Collaboration – allows people to team up

Connection – networking technologies that allows people to connect with other

Cooperation – being able to share content with others using structured and unstructured strategies

the 4cs
 From the book enterprise 2.0

This framework is based on the connection between the formality and interaction.  The more formal and amount of interaction required by your firm depends on the different social media tools that should be used, (Cook, 2008). These are the statistics of Coca Cola on Social Media:

on social media

Retrieved from the Coca Cola Company Website (Journey, 2016)

Coca Cola has managed to use social media to influence society and to promote their business to become one of the biggest organizations today. They have used social media as a business tool to advertise its new products online, targeting the right audience, employing people, communication with their clients, promoting their products for example by selling personalized Coca Cola cans. Even though Coca Cola has been there for years, the company has managed to find a way to use technology to enable the brand to stay fresh, young and current.

Coca Cola has more than one hundred and forty thousand employees, all with thousands of different positions which means that there was a need to have thousands of different training strategies around the globe. Web 2.0 tools have enabled employees to be able to learn the required skills to keep the employees current/ fresh with the company’s responsibilities and changes that take place. Web 2.0 is a big part of the Coca Cola company because it a powerful tool for training staff and marketing.

Coca Cola is currently using technologies such as SharePoint which allows employees around the world to communicate. The director of Enabling Technologies says that, “Through the use of SharePoint Online, we’re able to educate our team so that they can find information and establish inter-dependencies across the different projects. SharePoint allows us to code and manage information so that we can get it very quickly”.

According to Dux Raymond SharePoint as an Organizational Platform can be used for:

  • Individual groups can have a collaborative web site
  • Access can be limited to the team and appropriate stakeholders
  • Relevant information can be centrally stored and maintained
  • Communications can be streamlined
  • IT intervention is minimal
  • Based on familiar tools and technologies: Web, Windows,  Microsoft Office

The purpose of using ad campaigns on social media

Coca Cola comes up with a new slogan each time they release a new ad. Their current slogan is ‘Taste the feeling” which has recently changed from “Open Happiness”. This new ad has spread to over 200 countries with more than 749 000 views on YouTube and is also being shared around on other social media sites. Dan from the Industry News says that “the campaign Taste the feeling pushes the product center stage in an attempt to win back some of the drinkers in the struggling soda category”.

How their ad campaign are so effective

This year Coca Cola has come up with another yet so effective ad. Coca Cola’s new global CMO, Marcus de Quito says that Coca Cola is now taking a more humble approach to their ads that use compelling stories associated with coke , “We’ve found over time that the more we position Coca-Cola as an icon, the smaller we become. The bigness of Coca-Cola resides in the fact that it’s a simple pleasure – so the humbler we are, the bigger we are. We want to help remind people why they love the product as much as they love the brand” (Moye, 2016). There is also a song by Swedish artist and producer Avicii featuring soulful singer Conrad Sewell which is the “Taste the Feeling” campaign anthem.

Cisco’s Social Approach

Cisco’s Social Approach which is well known as brand journalism

S = Scalable

O = Open

C = Consistent

I = Intuitive

A = Active

L = Limitless


Image from the Cisco social media playbook (2013)