Coca-Cola Social Media Audit
For my social media audit, I examined The Coca-Cola Company and the various accounts associated with this brand.
LinkedIn seems to be primarily for the employees of Coca-Cola. The content is all regarding company involvement, events, and opportunities.The company is trying to establish an environment where potential employees can make better-guided decisions or feel more connected with their company and careers. This site was truly more for people interested in the other side of coca cola behind the scenes who would be interested in getting involved or learning more about the personal side. In regards to social care, this account proved to be notable in that you can tell the company is trying to appeal on a personal level. Cocacola has amounted 7,269 followers on LinkedIn.
Starting with Instagram, I immediately noticed the production quality and theming that they’ve decided to lean towards which is bright vivid colors and tones of red which, of course, is the brand’s signature color. As their mission statement suggests, “To refresh the world, To inspire moments of optimism and happiness, To create value and make a difference”, their content pertains closely to the values of friends, family, and positivity. Many posts depict friends gathering, families laughing, and overall positive messaging. This feed seems t be aimed at the general public ranging from 15-60+. Their Instagram account has almost 3 million followers!
Keeping up with the trends, Coca-Cola of course has its own TikTok account. The content is very creator-centric, meaning the posts include individuals, often artists, performing some act of expression followed by enjoying a Coca-Cola product. This is the company leaning into its motto of inclusion, inspiration, and happiness. Such trademark themes are apparent by the vibrant color palette and diverse cast of individuals. This content appears to be geared a bit more toward the younger end of the spectrum. This account only has 347K followers, a large number, but comparatively, a fraction of their other accounts. Additionally, it seems that coke does not use TikTopk to its fullest potential. Tik Tok is the fastest growing social media platform and coke’s last post was over 2 months ago. The best thing to do would be more thought out posts and partnerrships.
Facebook seemed to be the company’s weakest offering. Their content is rather unorganized and has no apparent purpose at times. A combination of advertisement graphics, company statements, and random photography makes for a confusing and unattractive feed that doesn’t make me want the product, just question the content decisions. Facebook seems to be their third most popular account, with 1,208,849 followers. However, because of this, they should not delete their account, but focus less energy on it from a post perspective.
Twitter has the highest amount of followers and similar post frequency as instagram. From a metrics perspective, their posts do not get as many likes, however this is consistent with Twitters’ model of posting multiple times per day. From a marketing perspective, their posts are very conversational and likely to receive interaction from users.
The Pinterest content was all about the product and featured images portraying social environments and the product itself. Since social care is such a significant factor of any company, it is important to add that Coca-Cola’s branding is an embodiment of social care. To inspire and promote happiness is their sole mission and that to me as a customer says a lot about the company I’m buying from. In fact, Coca-Cola has two social media accounts per platform, one brand account, and one corporate where they promote their company initiatives such as waste management and community building. The Pinterest account for Coca-Cola has 19K followers, but I think it deserves a lot more.
LinkedIn seems to be primarily for the employees of Coca-Cola. The content is all regarding company involvement, events, and opportunities. The company is trying to establish an environment where potential employees can make better-guided decisions or feel more connected with their company and careers. This site was truly more for people interested in the other side of coca cola behind the scenes who would be interested in getting involved or learning more about the personal side. In regards to social care, this account proved to be notable in that you can tell the company is trying to appeal on a personal level. Cocacola has amounted 7,269 followers on LinkedIn.
Cocacola does not seem to be very active on Snapchat. Their few posts seem to align with their messages of social activity and positivity. They do not need to maintain their account, however, they can partner with creatives in order to deliver more impactful content.