Coca-Cola to focus advertising campaigns on social media

14:00 13th January 2010

Coca-Cola will move the focus of its future advertising campaigns to social media sites such as Facebook and YouTube.

Interactive marketing manager for Coca-Cola in Europe Prinz Pinakatt said it was natural to move towards social media, taking advertising campaigns to people rather than expecting people to come to advertising campaigns, reports new media age.

Mr Pinakatt added that some campaigns by the soft drinks manufacturer, which currently has over four million fans on its Facebook page, would no longer need a site hosted by the company.

He said: "In most cases these will still exist as it's the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there."

Using social media platforms could also be a cheaper way of advertising to the right target market, said Julie Jeancolas, digital board member at media agency Carat.

Jo Lyall, head of invention and digital at global media network Mindshare, said that companies needed to get into the mindset of creating a "continuous stream of content."

Coca-Cola currently has a buzz rating of 6260 according to Vitrue's social media index, which measures how well companies use social media platforms.

Last week, Vitrue placed Coca-Cola at 31 in its list of companies who create the most social media buzz.