Coca-Cola struggles for social-media toehold

04/7/2008 | Adweek

Coke's mixed results with user-generated content are indicative of the difficulties major marketers face in trying to use social media to fit their brand messaging. "Coke is throwing a lot of money at trying different things out versus deeply understanding how their customers want to express their experience with the Coke brand," said Denise Shiffman, principal of marketing consultancy Venture Essentials.

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