Analyzing Social Media Marketing Strategies: Coca-Cola & Starbucks

This report analyzes the social media marketing strategies of Coca-Cola and Starbucks, examining their use of platforms such as Facebook, Twitter, and YouTube. The introduction establishes the significance of social networking for brand promotion, brand equity, and customer loyalty, highlighting the platforms' role in increasing brand awareness. The research and analysis section details Coca-Cola's and Starbucks' utilization of Facebook, Twitter, and YouTube, providing data on likes, comments, and viewers. It explores Coca-Cola's promotion of Coca-Cola Zero and Dasani water, and Starbucks' coffee and tea products. The evaluation assesses the effectiveness of these strategies using Hofacker’s 5 Stages of information Processing model and the six degrees of separation theory. Recommendations include expanding to other social media platforms and utilizing search engines. The conclusion emphasizes the importance of social networking for communication and idea-sharing between companies and consumers, highlighting the impact of social media on the marketing landscape.

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Social networking
Student’s name
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Contents
Introduction.................................................................................................................................................3
Research and analysis..................................................................................................................................3
Coca-cola Company.................................................................................................................................3
Analysis of the Coca-Cola zero brand..................................................................................................4
Analysis of Dasani water on facebook.................................................................................................5
Starbucks Company.................................................................................................................................8
Analysis of Starbuck beverage on Facebook........................................................................................9
Evaluation..................................................................................................................................................11
Recommendation......................................................................................................................................12
Conclusion.................................................................................................................................................13
References.................................................................................................................................................14

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Introduction
Social networking platforms are online platform where companies and individuals use to
build social relationship with friends, family, classmates, customers, and clients. (Ansari, et al.,
2018) In our case here, we will be researching how two companies that is Coca-Cola Company
and Starbucks Company has been utilizing the program to promote their brands. (Ashley &
Tuten, 2015) The purpose of the social network is to increase brand awareness, mostly using a
social media platform. These platforms also help in building brand equity, building brand
loyalty, and making sure that the company is staying on top of the mind of the customers. (Lam,
2016) Coca-cola Company promotes two of its important and most earning brands which are soft
drinks and water. The soft drinks include coca cola, fanta, blackcurrant, diet coke, minute maid,
etc. Starbucks is a worldwide company that produces coffee and tea. (Kumar, 2016) This is one
of the most selling products of the Starbucks Company. The two companies utilize social
network platforms to advertise their product and also create a relationship with their clients and
customers. These platforms have made the companies popular all over the globe hence marketing
the product. (Gong & Zhang, 2017) Though not everyone has access to the internet, majority of
the consumer’s especially the current generation has access to the internet and they form the
basis for the market of the companies produce. This paper aim is to analyze and research how the
two companies, Coca-Cola and Starbuck have utilized the networking platform to launch
campaign and promote their brands. (Kumar, 2016)
Research and analysis
Coca-cola Company
Face book is one of the common social networking platforms that Coca-Cola Company
uses. Facebook is a giant social networking website that allows individual and companies to
chart, drop comments, post pictures as well as post videos. (Gupta, 2018) The company has
utilized this social media in making relation to its customers and clients. In the recent post of the
company, it has posted a group of individual drinking coke that switches to normal Coca-Cola
and coke zero. (Gong & Zhang, 2017) The advert has gained popularity, and Facebook users
have dropped a comment on the product that the company is launching, the coke zero. This
product has both the normal Coca-Cola taste and has no sugar content. The product is to cater for

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a patient who is hepatitis and has a high level of sugar, hence the post was describing that the
company gives their user a variety of products to cater to every group. (Lam, 2016) Coca-cola
Company has attracted more than 63 million fans on its page. This shows that every post coca
cola post is viewed to a minimum of 56 million fans. (Mariani & De Felice, 2016) The main aim
of the company’s page is not to drive its customers to the shop, but it’s to raise awareness of its
brand campaign in which it has accomplished for years. (Zheng, 2015)`
From the image above, it shows that after Coca-Cola launched Coca-Cola Zero drinks, it used
the Facebook platform to create awareness of the product.
Analysis of the Coca-Cola zero brand
Likes Comments Viewers
1,038,448 million likes 8,864 talking about the
product
Approximate 50 million
viewers of the product.

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The company also greatly advertised its Dasani water product which is well known for its
cunningness and of high quality. Some refer is as noble, pure water. (Young, 2014) The
company has utilized this platform into a great deal as shown below
Analysis of Dasani water on facebook
Likes Comments Viewers
23,417 likes 7,896 comments 40 million approximate
viewers
From the above analysis, it shows that the company has earned great from the platform,
whereby after posting the product on the Facebook the brand earned about 1 million approximate
likes and over 8000 comments on the product. The analysis helps the company to evaluate if the
brand has been accepted in the market, especially comments from the viewers help in giving
feedback to the company on how the product is effective and its demerits. (Wamba, 2016)
The company also uses Twitter to raise awareness of its product. This is where the
company posts images and videos of its product and also tweets in order to get feeds of the
products. The platform is viewed as the most influential social media product in terms of the
campaign. (Hohli, 2015) Twitter is online news update and networking social media platform,

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which allows the user to send a message and interact with other peoples messages known as
tweets. The company has various pages in which it uses to create awareness of its products.
Example, the company, has created a twitter handle for coke zero and water product that is
Dasani water.
The image above shows Dasani water, the purpose of the image is to create awareness and
advertise the product, the twitter handle enables one to comment and give his/her feedback as
shown above

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The above image shows the coca cola-zero handle that has more than 250 followers, 2058 likes
and 13.6K tweets. The handle is used to raise awareness of the product. (Strauss & Strauss,
2016)
The company also uses youtube to create awareness of its product. The company has
created its YouTube channel to advertise its product. The company also advertises its product on
other channels; this is mostly seen when a youtube user is viewing content in YouTube and
popping advert of coca-cola-zero brand appears on the left bottom head of the screen and also the
Dasani image as shown below

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Starbucks Company
Starbucks Company also utilizes the Facebook, YouTube channel and Twitter social
network in creating and raising awareness of their product in the market. This serves as one of
the major ways in which the company uses to utilize its products. (Tiago, 2014) When The
Company posts its product on twitters its high catching and ultra-clever due to the fanbase that
the company has created on the twitter. The company does not usually post its products regularly
on Twitter, but after a while is when the company post image showing their brands and their
brand effectiveness. The company uses the Facebook platform to keep its customers updated.
The platform helps the company also to show the effectiveness of its product, how to use the
product and benefits that accrue from the product. (Chavez & Bernal, 2017) This shows that
Facebook has been of a great deal to the company when it comes to increasing of its brand
campaign. The company mostly deals with tea and coffee products.

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Analysis of Starbuck beverage on Facebook
Likes Comments viewers
13925 likes 1,533 comments 30 million approximate
viewers
The above image shows that the post by the company has attracted to almost 30 million viewers
of the Facebook and earned 13925 individuals who like the product from Starbuck Company.
The company has above 15000 comments from their post. (Shen, 2016) This comment, as shown

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above, shows that the company can get an order from the customers through online means and
also it can get feedback on its product.
The company also uses twitter handle to tweet and also post its product on the online
networking platform. the company has about 6.65 million likes on Twitter. The company has a
strategy of posting its images and tweets on twitter to catch its fun attention. (Ohallarn &
Shapiro, 2018) This strategy helps the company to achieve its marketing strategy. As seen the
image below
The image above shows how the company utilizes Twitter to create awareness of its products,
especially its main product which is coffee.
The company also uses the youtube channel to create and raise awareness of its product.
The company has its own YouTube channel where it showcases its product and interacts with its
subscribers. (Ohallarn & Shapiro, 2018) Youtube channel has an area that allows users to
comment on the content posted on Twitter. This is crucial when it comes to the company. The
company is able to scrutinize the comments from its viewers and improve its product. Some of
the comments motivate the company especially the positive comment and negative help the
company to be more creative in order to meet the needs of its customers.
Statistics show that the company has the following viewers on the social network platform.
(Nair, 2017)

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 37.32 million Facebook likes
 6.56 million Twitter followers
 32K YouTube subscribers
Evaluation
The two giant companies use the above three social network platform mostly in
creating awareness of their products. While on the process of creating awareness of their
products the company also uses this social media platform to get views of how their
products are effective in meeting the needs of their loyal consumers. This information is
crucial as it helps the company to be creative and improve its product. As seen earlier
clearly the companies benefit a lot from the three social network handles. Example on the
campaign tracker that was conducted by Starbuck Company shown below shows that apart
from its spending on Twitter the company it means a lot from its Twitter channel. The
platform has made the company’s product to be famous and well known on the globe. (Lam,
2016)

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The two companies use Ofacker’s 5 Stages of information Processing model in the
marketing sector the model was developed by Charles Hofacker to build an online
community and to develop online customer comm. This digital marketing strategy helps the
company to create sites and advertise its product by use of Facebook, Twitter handles, and
lastly, youtube channel as seen earlier on this paper. By use of six degrees of separation
theory, the company is able to interact with more people on the planet direct with less than
five intermediaries. (Shen, 2016) The only path the Coca-Cola and Starbucks Company use
to interact to his customers is only through social networking platforms. This shows that the
company is able to communicate directly with its consumers all over the world. The
platform has eliminated many intermediaries when it comes to the sharing of information
and contacting the company. On the Maslow hierarchy of need social need of man, man
always wants to be recognized and associating with others. Hence networking platform has
created a platform that allows a human being to communicate and share ideas. (Rawee,
2016) This attribute has motivated the two companies to communicate their products on
social media and use the platform as an advantage to create and raise awareness of their
product as seen earlier.
Recommendation
I will recommend the two companies to use other emerging form of social network
platform in rising and creating awareness of their new and existing product, this includes,
Instagram, snap chats, Google +. (Rawee, 2016) The companies also should be posting their
images and videos on the interval to allow users to view and analyze the image posted by
the companies. This is important because the users can have enough time to comment and
give views on the brand that the companies are advertising on the social network. The
company also should utilize search engines in creating awareness of their products such as;
Google, opera mini, bing and lastly the emerging UC browser. (Ansari, et al., 2018) This is
crucial because most of the individual even if they're not on the social media platform they
do use the internet. Hence the use of search engines the entire individual who is using the
internet will be able to view the brand of the company.

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Conclusion
The social networking platform has been one of the important trends in marketing. It
has created a way to communicate and share ideas between the companies and the
consumers. The platform has enabled especially the two giant companies to rise and create
awareness of the brand, both existing and old brand. It has more good than bad hence the
platform should utilize positively to the bitterness of the company. (Gupta, 2018)
References

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