How do they promote?

Given many example of the feature of Facebook, how did business can promote and how did they use advertisement. But how did they become so successful on Facebook, given an example of Coca-cola fan page.Before talking about it, lets look at its history. 


The statistics of coca-cola in Facebook  
Number of fans : 100 798 079
Fan growth in months : 364979 
Fan groeth by days : 34058 

Provided by socialbakers 

 Coca-cola on Facebook
Coca-Cola has tried many different marketing campaigns such as its polar bear and Santa Claus holiday commercials, endorsements from celebrities such as Elvis Presley, Elton John and Bill Cosby, gold colored cans for the 2010 Olympic Games and the more recent anti-obesity campaign. Although effective, most of these commercials and promotions only showed how popular or ‘in-tune’ with the times the company was; in order to a be a social media success Coca-Cola had to take a different approach when developing a social marketing strategy.

 Coca-Cola, which joined Facebook in 2008, has garnered over 60 million likes in just under five years by focusing less on straightforward product promotion and more on its fans.  

What did they do
Using the feature of like and share they get the help of their fans to promote for them. Unlike the other, Coca-cola do not promote themself but they let their fans promote for them. They post very little of their own post, and let the fan help them to do the talking. It post some games like GIF to let the fan play, and the fan comment on the bottom.



Talking in pictures. Another way that a brand can engage with its fans is through a photo that tells a story through the image that is presented. An example of this is the current Coca-Cola cover image which shows that the drink isn't just for a particular person, but for all people at different times in their lives. 

Bring it to other social media. Coca-Cola connects different social media sites to Facebook is through contests and having fans share photos on Instagram. 

One of the contest on Instagram in April 2016


There is also the feature of sharing videos, like coca-cola does share a lot of videos in their page. There videos about sharing with friends and family, there is more then just a drink is about sharing.

Bibliography 
John.D ,Kornfeld.L. (2011) "Coca-Cola on Facebook." [Online] Available at:http://www.hbs.edu/faculty/Pages/item.aspx?num=40045 [Accessed on 18 December 2016 ] 

Ingram.K (2013) "Facebook Case Study: Marketing with Coca-Cola" [Online]  Available at:http://www.cmswire.com/cms/customer-experience/facebook-case-study-marketing-with-cocacola-020927.php  [Accessed on 18 December 2016 ] 

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