Online buzz doesn't boost sales, Coke says

03/18/2013 | Advertising Age (tiered subscription model)

Online chatter about a brand doesn't bring a short-term sales boost, according to a study conducted by Coca-Cola -- a startling declaration by a company that has worked hard to earn 61.5 million Facebook fans, Jack Neff writes. The study, which also found that display ads drove sales about as effectively as TV ads, shouldn't be taken as a sign that social media marketing is worthless, warned Coca-Cola's Eric Schmidt. "It is by no means a generalized result that applies to all industries," he said.

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