What is Coca-Cola, Avon, Walmart, and Disney Doing Right in Social Media?

A recent chart, which was released by Statista and promoted by Mashable shows that Coca-Cola is the top most-talked about brand on Facebook followed by Avon, Walmart, and Disney. But, seriously, what are they doing right? That's what we need to explore. So, I will highlight a few ideas that they do, which can hopefully help you in your strategy.

But, first...here's the chart:


You will find more statistics at Statista



As you can see, as of a couple days ago, Coca Cola's talked about amount was 1.04 million. Now, that's a lot of people talking about the product. What's going on in engagement for social media that they're doing so well?

Let's explore what Coca-Cola Company and other top brands are doing...

1. It's not just TV ads, radio ads, social, mobile, etc. But, it's all the earned and shared media connections. What does this mean? Once again, like everyone keeps saying: being connected with other people. Doing things to stay connected to your fans, loyal customers, etc. is half the battle in keeping them. The other is having a good product and making sure it keeps good integrity.

2. They have the ability to push out global marketing campaigns, especially during high volume events like the Olympic Games, the Super Bowl, etc. Mostly, it's due to the hundred different kinds of content used, which aims at multiple types of people on a very broad, but somewhat narrow scope. It works, because you're using multiple tactics, which is aimed to engage every person, not just one or a small group. This enforces the strategy of the global campaign and makes it more sound.

3. The combination of media is the secret. As stated earlier, it's best to combine a lot more media, but this also requires more than one person managing content, as it can be time-consuming trying to get connected to more than one network of people (multiple social networks).

4. Checking the buzz about your product and responding to it by implementing a likable strategy. Implementing "likable" strategies is the key to getting more attention. People want something they can like, which tells you that the customers are actually liking your product or marketing, or both.

5. Pinging information that is relevant to daily life is better, some say, that just putting out product details. People get excited about products, but people want more than that. They want information that is relevant to their daily life.

6. "Link love" is a principle where people just love clicking on links, especially if it sounds interesting. Therefore, Coca-Cola Company for example will post links to their own site/blog or MyCokeRewards, and have specifically set up programs on those sites to draw in a better customer base. By implementing a strategy to draw in users, especially contests and other things that customers like, they can quickly gain a better new customer base. Also, since now MyCokeRewards points are offered in other forms, and not just actual product bottles/packages (which means you don't have to buy their soft drinks to get codes now), they can implement the strategy toward non-drinkers of their products.

7. Having a mission statement aimed at the better of people rather than product:

Coca Cola’s mission statement, for example:

• To refresh the world
• To inspire moments of optimism and happiness
• To create value and make a difference

8. Implement "liquid content", which are ideas that can't be controlled.  Creating content that begs to be shared through videos, social networks, etc. is very much needed.

9. Link your content to the objectives of your company, the brand, and the customers' interests. By letting your content connect with all aspects of your company, you're allowing the customer base to explore your entire company without having to pour into a bunch of reading or content.

10. Creating conversations and storytelling. Connecting directly with your customer base has been the biggest and best idea in social media marketing. People love to connect with the brands that they love, even if the connection is bad, or whether it's good. Don't forget, if people love your brand, they'll love to connect with you also.

11. Have a content scheme: 75% low-risk ideas, 15% innovative ideas, and 10% high risk ideas (that may or may not pay off).

12. Just relax and keep on swinging. Keeping on doing a ton of different campaigns and working out some strategies, you'll eventually find what works best!


Now, for a fun commercial from Coca-Cola: