The role of social communications according to Coca-Cola | Consumer Engagement |

The marketing world has been buzzing this week about a new study from social superstar Coca-Cola. Despite the brand’s massive social following and celebrated dedication to highly-sharable content, recent analysis by the Coke team found that online buzz had no measurable impact on short-term soft drink sales.


Many clung to the study’s findings that TV and display ads showed more sales correlation than social chatter, questioning whether marketing’s increasing focus on creating conversation has value at all. In response, Wendy Clark, Coke’s Senior Vice President, Integrated Marketing Communications and Capabilities, published her own op-ed, encouraging marketers to drop the narrow-mindedness of viewing media channels in isolation.