Coca-Cola on Social Content: 'Expressions Are More Valuable than Impressions'
Raleigh, NC - "What happens in Vegas does not stay in Vegas anymore," said Coca-Cola senior channel marketing manager Laura Ruff. While this was bad news for Prince Harry, it can work out well for brands. At Expion's inaugural Social Business Summit, Racing Ahead 2012, Ruff showed how incorporating fan reactions to a brand on social media can actually be a fun part of the company's strategy. Social, local, and mobile channels present a "profound opportunity" for helping customers tell a brand's story, said Ruff.
Raleigh, NC – “What happens in Vegas does not stay in Vegas anymore,” said Coca-Cola senior channel marketing manager Laura Ruff. While this was bad news for Prince Harry, it can work out well for brands.
At Expion‘s inaugural Social Business Summit, Racing Ahead 2012, Ruff showed how incorporating fan reactions to a brand on social media can actually be a fun part of the company’s strategy.
Coca-Cola takes a “liquid and linked” approach to social media, where the stories should be easy to spread and should also add value.
Social, local, and mobile channels present a “profound opportunity” for helping customers tell a brand’s story, said Ruff.
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