In an interview with the Harvard Business Review, Coca-Cola CEO Muhtar Kent said that social media marketing accounts for over 20 percent of the company’s media spend … and is growing fast.
The executive said that five years ago, social media accounted for just 3 percent, but the appeal of improving prospect and customer engagement was too great for the organization to ignore.
Kent says:
You have to understand consumers (your audience): They would like to be heard. It’s a question of co-creating content. Five years ago social media was 3% of our total media spend. Today it’s more than 20% and growing fast.
What’s the Value of Social Media Audiences?
Kent continues:
The value is you can talk with them.
They tell you things that are important for your business and brands.
Today consumers are buying products not just for the quality but also because they believe in the character of the companies that produce those products.
My question for you:
How are you listening to your Social Media audience to engage them?
Thanks in advance for letting me know in the comments, below.
Image courtesy of newtech.aurum3.com
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I look forward to hearing from you!
Best,
Christine Hueber
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