Social Marketing Plan Essay Example | Topics and Well Written Essays - 2000 words

Social Marketing Plan - Essay Example So it is fair to say that the success of the company is not only in the number of customers but also in the use of social media (Drell, 2011, p. 123). Through adequate study on the impact of social media in marketing strategy, the company has formed its own guideline for controlling the interaction between the company and its customers. The Coca-Cola Company presence in social media is, therefore, incredibly vital in engaging its customers in the company’s operations and in facilitating constructive conversation between the company’s management and other stakeholders in the market (Coca-Cola, 2012, p. 37). The essay below therefore seeks to expound on the advantages and disadvantages of using social networking plan in Coca-Cola Marketing strategy. Coca-Cola brand is a highly valued brand in beverage and food industry. The brand is commonly known for its community involvement as well as its high sales in global market. On the other hand, to continue its dominance in glob al market, Coca-Cola Company has in the last two years actively involved itself in various social media platform. The company’s engagement in social media platform has as a result formed the bases for the company’s social marketing plan. ... In these two promotion strategies, the two teams were expected to use social media platforms such as YouTube Face-book and Twitter to identify what makes people happy in the world and to document the occurrences of the trip. Participants in the two activities used Face book and Twitter to express their experiences. The respondents’ comments were as posted in the Coca-Cola Face-book and Twitter pages Advantages To start with, the 2010 social marketing plans in Coca Cola Company proved to be very effective in the company’s internal and external operations. Internally, the use of social media tools triggered effective communication between the marketing team, communication department, and public relationship team (Katz, Blumler and Gurevitch, 2004, p. 509). Productive communication between the three teams led to the creation of an effective marketing strategy which has so far helped the Coca-Cola brand to be one of the most competitive products in global market. The compan y’s current marketing strategy has incorporated customers’ opinions and suggestions. The communication department has the mandate of updating the company’s social site and transferring the posted feedbacks to the department of public relation and marketing for action. Externally, the two promotion strategies were as well successful in linking the company to its customers. The two campaigns strategies helped the company contact more than 650 million customers in a span of 12 months. Most of the contacted customers created a very close link with the Coca-Cola brand thus advancing the brand reputation in global market. On the other hand, the two plans also demonstrated the involvement of