XXX Company and Their Social Media Tool - Essay Example

One of the largest and most recognizable brands worldwide, Coca-Cola has developed itself to be a force to reckon with in the world of soft drinks manufacturing and most of its refutation is attributable to the effective marketing strategies which they have and continues to employ. Coca-Cola is ranked as the world’s most valuable brand with an estimated value by Interbrand at $70 billion. This figure is about thrice the physical assets of the company which is at $24.5 billion. The Coca-Cola Company has created an irrefutable brand by being able to diverge from all the other soft drink products in the market at the time it was launched (Ries and Ries, p.22). Today, Coca-Cola continues to change with the times in ensuring up-to-date marketing strategies which involves a comprehensive social media marketing tool.

Their use of the theme positivism in their new campaign aims to integrate a new approach in being able to affect not only by the linkage of the brand to their clienteles but by hoping to become a part of their general day-to-day lives. This is by connecting the product to a philosophy which centers on having a positive outlook in life despite all the hardships and that Coca-Cola is integrally a major part of it. Attributing the product with happiness is a smart and innovative move that ensures an encompassing approach to marketing.

Coca-Cola was identified as second only to Facebook as the most popular page on the social networking site and what is most interesting about this is that the company has no hand in the phenomenon. This is the hand of social media at work. The company is reaping from the entire buzz because of the people behind the admiration for the well-loved product. Apparently, fans Dusty Sorg and Michael Jedrzejewski created a Facebook page devoted to Coke that all started with a quality photo of the soft drink.

Now with the subsequent backing up of Coca-Cola, the web page has a record 3.3 million fans seven months from the time it was formed. Last November, Facebook created a regulation that only those associated and or authorized by the company brands have the right to generate such web pages. By the virtue of the said rule, Coke opted to let the creators run the page instead of running it themselves but simultaneously working close behind them (Barone, par. 2-4). By utilizing what is deemed as th 4Rs of social media strategy which are review, respond, record and redirect the company makes well use of the new age technique.

They are building relationships by creating 1. new corporate sites, 2. new blog initiatives 3. more music outreach 4. more conversations and 5. more ‘purposeful edutainment’ (Brown). These are sure to create a more favorable brand climate which encourages the consumers to be more interactive and thus allowing the company to have a more thorough and first-hand relationship with the people. It is as though they would be a part of the company and the lifestyle that comes with it more than just being mere consumers of the product.

The ability to go with the flow of modernity and follow the path of what today’s market is looking for is the best way to ensure marketing success. Because of the advent of new technologies and as a result new media, businesses have to keep up and guarantee that they are in the right direction when it comes to building not only brands but relationships. This is what coke has done and persists on doing. They establish new and better ways to make the most of social media and reach out to their market on a global scale.

Their success lies in the fact that they do not satisfy in already being a well-established brand but in continuing to create distinctiveness for the brand’s sake.BibliographyBarone, Lisa. "What Coke Knows About Social Media That You Don’t." 16 March 2009. Outspoken Media. 3 December 2009 .Brown, Adam. "Coca-Cola: Sharing What Matters." 29 April 2009. SlideShare. 3 December 2009 .Ries, Al and Laura Ries. The Origin of Brands. New York: HarperCollins, 2004.