Why Coca-Cola prefers love to “Likes” in social media

This event report discusses how Coca-Cola, the beverage brand, approaches social media strategy globally, focussing on engagement rather than 'likes'.

Why Coca-Cola prefers love to "Likes" in Social Media

Stephen WhitesideWarc

Coca-Cola is no longer satisfied just to be "Liked" on social media: from now on, nothing less than "love" will do.

"I'm not saying we haven't done tremendous work over the last five years in building the following we have on Facebook, but saying you 'Like' Coca-Cola is like saying you 'Like' truth, justice and the American way," Douglas Busk, director of connections innovation at The Coca-Cola Co., told delegates at the Association of National Advertisers' (ANA) Real-Time Marketing Conference. "Branded conversation will get you the 'Like', but...

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