Digital anthropology: Researching audiences online

This paper sets out how Coca-Cola, the beverage company, used a new approach to social listening to better understand and serve its customers.

Digital anthropology: Researching audiences online

Allison Barnes and Justin De GraafThe Coca-Cola Company

Throughout the 128-year history of Coca-Cola, many things have changed from the products offered to the scale of operations, but some core principles have remained the same. We have maintained a focus on the basics of marketing, driven by our history and heritage to connect with consumers. As marketing has evolved and technology has opened new ways to interact with our customers we have also had to evolve, keeping in mind the foundations our company was built upon. With social media, people have a new way...

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