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You’d think with nearly 62 million Facebook and 687,000 Twitter followers, Coca-Cola would be primed to capitalize on “buzz” about new beverages coming on line, but the Atlanta-based company says not really.
Social media chatter about its products does little to influence purchases, Coca-Cola research shows, according to Ad Age and businessinsider.com reports on comments a Coke executive made this week at an advertising conference.
“We didn’t see any statistically significant relationship between our buzz and our short-term sales,” Eric Schmidt, senior manager for corporate market strategy and insight, was quoted as saying.
Schmidt cautioned listeners not to put too much stock in the finding since the Atlanta-based beverage giant only looked at buzz and not other aspects of social media engagement, such as sharing and video views.
In a statement following the buzz Schmidt’s comments created, Coke said, “Our social strategy is