If you have not read my two other blogs about Coca Cola's social media presence and its SWOT analysis, I recommend you read them first so you can have a better understanding of this plan.
Here are the Link:
Social Media Presence:https://andyphan345.wixsite.com/website/post/coca-cola-s-presence-on-facebook-twitter-and-instagram
Social Media SWOT: https://andyphan345.wixsite.com/website/post/coca-cola-s-social-media-swot-analysis
Understanding Coca-Cola's background issues, target, and SWOT analysis give the company better strategic planning on its social media campaigns. According to Tuten and Soloman, strategic planning is a process that provides a clear objective for specific business tactics, executes the plans, and evaluates how the actions met the goal (2018, p. 106). Coca-Cola must use social media to advance its mission and reach out to more audiences. Thus, the company must also carefully choose which social media platform that fits this purpose. Coca-Cola has done well on Facebook and Twitter. Thus, the company should reach out to a new social media platform such as YouTube and use the same video content to fulfill its weakness on Instagram since the target audiences are people are age 24 years old.
YouTube is a new form of television today, except people do not have to follow any airing schedules. As long as people have access to the internet, they can watch any videos at any time. Creating video ads is necessary for Coca-Cola because videos effectively promote the business (Andrus, 2018). By having creative videos, the company can also eliminate one of the weaknesses on Instagram as well. As mentioned earlier in weaknesses, Coca-Cola does not produce videos on Instagram. Since Instagram has the right target audience for the company, people should not ignore this advantage at all costs. Instagram should have more videos. By having these two platforms, the company will undoubtedly create more awareness for the target audience.
Coca-Cola also needs to decide a purpose for the videos posted on either Instagram or YouTube. For example, the company should make videos to create an association and a positive feeling between the business and the consumers. After all, the mission statement of the company is to bring happiness. The company can create great scripts that tell a story, address the central truth, make people feel something, or even do something that would bring them happiness through its products. As another illustration, the company can also choose to make educational or product demonstrations to refute the claim that Coca-Cola's products are unhealthy. Through those videos, the company must be able to make some connections with the audience.
Moreover, the company must be able to convince that choosing Coca-Cola is the right thing to do. Consumer confidence is essential in sales. If the consumers believe in the products, it is possible to have long-term customer loyalty and potential word of mouth marketing (WOMM). Some people might question the importance of WOMM on social media, but it is the most effective form of marketing. According to Whitler (2014), "92% of consumers believe recommendations from friends and family overall form of advertisement." When people are sharing those videos, they become social media WOMM. Having those videos on Instagram and YouTube will create a much larger target audience for the company.
Conclusion
Social media is a crucial element for Coca-Cola to advance its mission and vision. The company needs to understand that consumers are relying on technologies more than ever. People cannot become entirely dependent on offline media marketing. Social media is the most significant marketing resource that the world has offered. For Coca-Cola to be successful in this social media marketing, it needs to understand some of the most fundamental issues, such as its background, issues, target audience, and SWOT analysis. Through gathering data and research, the company can adequately devise a strategic social media plan to compete in this market. Thus, the company needs to create more videos to connect with the audience on YouTube and Instagram.
References
Andrus, A. (2018). Video Marketing: Your Guide to Creating High Quality Video Ads. Retrieved from https://www.disruptiveadvertising.com/video-advertising/video-marketing/
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing. Los Angeles: SAGE.
Whitler, K. A. (2014). Why Word Of Mouth Marketing Is The Most Important Social Media. Retrieved from https://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/
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