How the Coca-Cola Company Engage Social Media Name: Institution: Date: The Coca-Cola Company: A case study on how social media has shaped the communication strategies and customer engagement. The exploding increase in the usage of social media platforms has greatly altered the way of communication between people both at work and at home. The interaction between organizations and their clients through media such as Twitter Instagram YouTube Google+ LinkedIn and Facebook among others has presented great possibilities for companies in the areas such as organizational collaboration and learning recruitment external and internal communications public relations and more (Armstrong et al. 2014; Luttrell 2016). To stay relevant in the dynamically changing market filled with competitors the Coca-Cola Company integrates its marketing strategy adding the use of social media to the traditional methods through the creation of ads that tell the story of the brand through multiple social media platforms including via RFID. All Facebook. Kaplan A. M. & Haenlein M. (2010). Users of the world unite! The challenges and opportunities of Social Media. Business horizons 53(1) 59-68. Kaplan A. M. & Haenlein M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons 54(3) 253-263. Luttrell R. (2016). Social media: How to engage share and connect. Rowman & Littlefield. Mayes L. (2011). Effectively Incorporating Social Media: A Case Study on Coca-Cola. Expedition 206 27. Tripodi J. (2013). Coca cola marketing shifts from impressions to expressions. Harvard Business Review. Retrieved August. Bajwa A. S. (2013). Importance of the ‘digital arena’in international business management. Use of social media by Coca-Cola. Charlesworth A. (2014). An introduction to social media marketing. Routledge. Miller R. & Lammas N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal 11(1) 1-9. Moth D. (2013). How Coca-Cola uses Facebook Twitter Pinterest and Google+. [...]
The use of digital media within organizations has transformed how organizations communicate with prospective and current customers. Digital media such as: web videos, e-books, and social media have each shaped the communication strategies organizations employ to engage customers. In this assignment, you will locate examples of how the use of digital media was used to communicate information to achieve a particular goal of an organization or individual. Students are required to create a case study and provide an analysis, which integrates what you have learned in the course, in addition to performing additional outside research. Formatting Requirements Project must follow APA style Double-spaced 1-inch margins 12 point professional font Headers including project name and page numbers. File name first initial, last name and project (ex. JDoe_casestudy) Use tables, graphs, images, etc. of appropriate size that is relevant to the information being conveyed is highly encouraged. Cite tables, graphs, and images. Content Requirements Minimum of 1500 words, maximum 1750 words (excluding cover and bibliographical pages) Title Page including your name, instructor name, course name, and number, and paper title Case Study Requirements Introduction and Synopsis of Article / Case Goal of Organization or Individual Strategy Employed to Accomplish Goal Measurable Success Factors Conclusion and Analysis of End Results of Initiative Reference Page with a minimum of 2 professional / scholarly sources. Wikipedia is not acceptable.