"[T]oday's progressive marketers know better" than to think social media buzz creates no short-term sales lift, writes Wendy Clark of Coca-Cola in response to a Coke study that suggested otherwise. While not denying that the finding is true "in isolation," she writes that "None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it's the combination of owned, earned, shared and paid media connections -- with social playing a crucial role at the heart of our activations -- that creates marketplace impact, consumer engagement, brand love and brand value."

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