The Brilliant Story Of Coca-Cola "Share a Coke"

In 2011, Coca-Cola launched the "Share a Coke" campaign in Australia to address declining sales and reconnect with younger consumers. The initiative involved replacing the traditional Coca-Cola logo on bottles and cans with the phrase "Share a Coke with" followed by one of the 150 most popular names in Australia, covering about 42% of the population. This personalization encouraged consumers to find products featuring their own or friends' names, fostering a sense of personal connection and prompting them to share their experiences on social media.

en.wikipedia.org

To further engage consumers, Coca-Cola set up 18 kiosks in Australian malls, allowing individuals to print custom cans with their names, enhancing the personalized experience. The campaign also featured interactive digital billboards where users could text a name to Coca-Cola, which would then display the name on a virtual Coke can in real-time, encouraging further sharing on social platforms.

vaia.com

The campaign achieved remarkable success, leading to a 7% increase in consumption among Australia's young adults and the sale of over 250 million personalized Coke products within a year. Following its success in Australia, the "Share a Coke" campaign expanded to more than 70 countries, each adapting the campaign with locally popular names. In the United States, the campaign reversed a decade-long decline in Coke consumption, resulting in a 2% increase in sales.

en.wikipedia.org

The "Share a Coke" campaign is often cited as a prime example of effective personalization in marketing, demonstrating how connecting with consumers on an individual level can significantly boost engagement and sales.

storybox.io

 

Demographics Drive Engagement

How Social Media Demographics Drive Targeting and Engagement

Facebook Demographics

by John Fisher (assisted by AI)

Social media platforms have transformed how brands connect with their audiences, allowing for highly personalized targeting based on user demographics. Platforms like Facebook, Instagram, Twitter (now X), and LinkedIn attract distinct user bases, enabling tailored marketing strategies that optimize engagement. Understanding the demographic profiles of these platforms is key to creating impactful campaigns that resonate with specific audiences.

Targeting is identifying and marketing to a specific audience by reaching out to them, while engaging the audience involves actively interacting with them to foster connections and participation.

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Platform Demographics and Targeting Strategies

1. Facebook

• Age and Gender: With its largest user base aged 25-34 and a slightly higher male user percentage (Statista, 2024a), Facebook excels at targeting young professionals and consumers. Ads often focus on career development, lifestyle services, and tech products.
• Interests and Behaviors: Facebook collects detailed data on users’ interests and behaviors. For instance, a user frequently interacting with fitness content may see ads for workout equipment or health supplements (Egochi, 2024).

Example Strategy: A fitness brand targeting users aged 25-34 interested in health could use engaging video ads to showcase new workout routines (Egochi, 2024).

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2. Instagram

• Age and Gender: Popular among 18-34-year-olds with a balanced gender ratio, Instagram is a go-to platform for brands in fashion, beauty, and lifestyle (Hootsuite, 2024a).
• Visual Content: Instagram’s focus on visual content requires brands to use high-quality images and videos to attract attention. Collaborations with influencers further help brands connect with niche audiences (Omnicore Agency, 2024).

Example Strategy: A fashion brand could partner with influencers to create visually appealing posts and stories that resonate with young adults interested in trending styles (Omnicore Agency, 2024).

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3. Twitter (X)

• Age and Gender: With a predominantly male user base aged 25-34, Twitter appeals to those seeking real-time updates and industry conversations (Statista, 2024b).
• Hashtags and Trends: Brands leverage hashtags and trending topics to engage users and increase visibility, particularly during live events (Social Champ, 2024).

Example Strategy: A tech company might use promoted tweets and trending hashtags during a product launch to engage with tech-savvy users and industry professionals (Social Champ, 2024).

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4. LinkedIn

• Professional Demographics: LinkedIn primarily attracts professionals aged 25-34, many in leadership roles, making it ideal for B2B marketing (Hootsuite, 2024b).
• Job Titles and Industries: The platform’s targeting tools allow brands to reach decision-makers by filtering based on job titles, industries, and company sizes (LinkedIn Business, 2024).

Example Strategy: A B2B software company could run sponsored content targeting IT managers in large enterprises, showcasing enterprise solutions' benefits (LinkedIn Business, 2024).

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Conclusion

By leveraging the unique demographics and features of social media platforms, brands can create highly effective marketing strategies. Facebook, Instagram, Twitter (X), and LinkedIn each offer distinct opportunities to connect with specific user groups. A deep understanding of these platforms' audiences allows marketers to tailor content, drive engagement, and achieve impactful results.

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Keywords

social media, demographics, audience targeting, engagement strategies, marketing campaigns

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Hashtags

#SocialMediaMarketing #TargetAudience #DigitalEngagement #SocialMediaStrategy #MarketingTrends

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References

Egochi. (2024). Facebook Audience Targeting - The Complete Guide. Retrieved from https://www.egochi.com/facebook-audience-targeting/ 

Hootsuite. (2024a). 2024 Instagram demographics: Stats to inform your strategy. Retrieved https://blog.hootsuite.com/instagram-demographics/

Hootsuite. (2024b). LinkedIn demographics: Stats to inform your strategy. Retrieved from https://blog.hootsuite.com/linkedin-demographics/

LinkedIn Business. (2024). Reach your audience: Targeting on LinkedIn. Retrieved from https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/linkedin-targeting-playbook-v4.pdf?trk=lms-blog-librand

Omnicore Agency. (2024). 50+ Instagram Statistics You Need to Know in 2024. Retrieved from https://www.omnicoreagency.com/instagram-statistics/

Social Champ. (2024). 25+ Twitter Demographics Stats for Marketers in 2025. Retrieved from https://www.socialchamp.io/blog/twitter-demographic/

Statista. (2024a). Distribution of Facebook users worldwide as of April 2024, by age and gender. Retrieved from https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/

Statista. (2024b). Global X/Twitter user age distribution 2024. Retrieved from https://www.statista.com/statistics/283119/age-distribution-of-global-twitter-users/

X and News Gathering

 

How the News Media Use X to Gather and Report News

image created by chatGPT

by John Fisher, PhD

In the fast-evolving world of social media, X (formerly known as Twitter) stands out as a crucial tool for news organizations. With its unique blend of real-time updates, massive user base, and rapid news-sharing capabilities, X has become more than just a platform for conversation—it’s a go-to destination for both newsgathering and reporting. Here’s how news media use X to stay ahead of the curve:

A Hub for News Consumption

X is widely regarded as more of a news destination than most other social media platforms. Many of its users in the United States log on specifically to get the latest updates. According to a Pew Research study, a significant number of X users cite news consumption as one of the key reasons they use the platform. Unlike Instagram or TikTok, where entertainment and lifestyle content dominate, X provides a consistent stream of news updates, making it the ideal platform for staying informed.

Types of News Content

X offers a wide range of news-related content. From opinions on current events to humorous takes on trending topics, users can access a variety of perspectives on the day’s most important stories. One of the platform’s standout features is its ability to deliver real-time information on breaking news as it happens. Whether it’s live-tweeting from a political rally or sharing updates during a natural disaster, X allows users and journalists alike to keep up with events as they unfold.

For example, during the 2021 Capitol riots in Washington, D.C., journalists, politicians, and regular citizens used X to report the chaos in real-time. Within minutes, photos, videos, and updates flooded the platform, providing immediate insight into the unfolding crisis.

A Direct Line to Reliable Sources

While many social media platforms blur the line between news from verified outlets and personal updates from friends or influencers, X stands out in its emphasis on journalistic sources. A majority of Americans who regularly get their news from X are more likely to follow news outlets and journalists than they are to rely on advocacy groups, influencers, or friends and family for updates. This makes X a powerful tool for credible, up-to-the-minute reporting.

For instance, during the COVID-19 pandemic, health experts, journalists, and news outlets used X to share daily updates on case numbers, government policies, and health advice. The ease of sharing and re-sharing information made it possible for accurate, verified news to reach millions of people instantly.

Breaking News Advantage

One of X’s biggest strengths is its reputation for breaking news. X users are more likely than those on other platforms, like Facebook or TikTok, to encounter breaking news in real-time. Whether it's natural disasters, major political announcements, or celebrity news, the platform’s real-time nature allows users to see updates the moment they happen.

Take the case of the 2015 Paris terror attacks, where news and updates spread rapidly on X even before major news outlets had full reports. Journalists and citizens on the ground were able to share critical updates in real-time, providing a raw, immediate view of the events.

Is X the #1 Source for News?

While X holds a strong position as a primary source for news, especially in breaking news scenarios, its claim as the "number 1" social media source for news comes with some nuances. A 2023 study showed that 53% of X users regularly get news from the platform, making it one of the top sources of news across social media platforms. However, X's user base, with 500 million monthly active users and 245 million daily active users, is still smaller than platforms like Facebook or Instagram.

Additionally, most X users are not exclusive to the platform—99.9% of X users also use other social media platforms to get their news, according to DataReportal’s 2023 data. This suggests that while X plays a key role in news consumption, many users also rely on other platforms to stay informed.

Conclusion

X’s impact on news media cannot be understated. As a primary source for breaking news, real-time updates, and credible journalism, it remains a leading platform in the world of news consumption. Whether it will continue to hold the top spot as the number one social media source for news is still up for debate, but its influence and ability to shape the news cycle are undeniable. As the media landscape continues to evolve, X will likely remain a cornerstone for both journalists and news consumers alike.

Source: Conversation with Copilot, 9/20/2024 

1. How X (Twitter) users experience news there and what they think | Pew ... 

2. 40 Twitter (X) stats to know in marketing in 2024 - Sprout Social 

3. Beyond the Rebrand: 10 Eye-Opening Twitter (X) Stats Every Social Media ... 

4. X (Formerly Twitter) User Age, Gender, & Demographic Stats (2024) 

5. X (formerly Twitter) - statistics & facts | Statista 

6. X, formerly Twitter, becomes No. 1 app on US App Store after news of ... 

7. Here’s what our research says about news audiences on Twitter, the ... 

8. X, formerly Twitter, to collect biometric and employment data - BBC 

9. How Mainstream Media Outlets Use Twitter - Pew Research Center 

10. X removes article headlines in latest platform update, widening a rift ... 

Social Media and Reporting News

How Social Media is Revolutionizing News: Real-Time Reporting and Engagement in the Digital Age

image by chatGPT

In today's fast-moving digital world, social media has transformed how news is gathered and reported. Gone are the days when journalists relied solely on traditional methods to cover breaking stories. Platforms like Twitter, Instagram, and TikTok have become vital tools for news organizations, offering real-time updates, user-generated content, and direct engagement with audiences. This new media landscape allows news to travel faster and farther than ever before, but it also presents unique challenges in verifying information and maintaining credibility. In this post, we’ll explore how news media use social media to gather, verify, engage with, and distribute the news, shaping the way we consume information in the digital age.

Newsgathering:

Real-time Updates: Journalists use social media platforms like Twitter and Facebook to monitor breaking news in real-time. For example, during a natural disaster or a political event, eyewitnesses often post photos, videos, or live updates, allowing journalists to react immediately. In 2020, when the Beirut explosion occurred, videos and posts on Twitter were among the first sources of information, which news outlets quickly picked up to report the incident.

User-Generated Content: Social media is a treasure trove of user-generated content (UGC) such as photos, videos, and firsthand reports. News organizations like CNN often encourage users to share their content through platforms like iReport, which was designed to collect stories directly from people on the ground. For instance, during the protests in Hong Kong in 2019, many photos and videos shared on Twitter and Instagram were used by news organizations, provided they were verified.

Verification:

Fact-Checking: Since social media is prone to misinformation, news outlets have developed rigorous fact-checking protocols to verify the authenticity of the content they source. Dedicated teams in organizations like BBC Monitoring or Reuters Fact Check sift through posts to ensure credibility before they report. For example, during the U.S. presidential elections, numerous claims surfaced on Twitter, which had to be checked for accuracy before inclusion in news reports.

Crowdsourcing: Journalists often crowdsource information on social media by asking users directly for more details or to corroborate information. For instance, during the 2011 earthquake and tsunami in Japan, The Guardian set up live feeds asking social media users for updates from different locations in Japan to build a more complete picture of the event.

Engagement:

Interactive Reporting: Social media platforms such as Instagram and TikTok allow news outlets to interact directly with their audience through polls, live videos, and story features. For instance, The New York Times uses Instagram Stories to break down complex news topics in a simple, visual way, allowing users to respond with questions or opinions, which further informs the coverage.

Feedback and Trends: Social media platforms help news organizations keep a pulse on public opinion and trending topics. News editors at places like Buzzfeed or BBC News routinely analyze trends on platforms like Twitter’s trending topics or Reddit threads to shape their editorial focus, ensuring that they cover stories that resonate with the public.

Distribution:

Wide Reach: Social media amplifies the reach of news content. By using platforms like Facebook, YouTube, or TikTok, news organizations can reach a global audience. For example, during the COVID-19 pandemic, news outlets used Facebook Live and YouTube for global press conferences and updates, allowing millions of users worldwide to access the information in real time.

Multimedia Content: Social media supports various content formats, such as articles, videos, and infographics. This flexibility allows news organizations to tell stories in more engaging and accessible ways. For example, Vox Media is known for producing short, explanatory videos on topics ranging from politics to health, which they distribute across platforms like YouTube and Instagram to broaden their storytelling approach.

These strategies make social media a vital tool for modern journalism, ensuring news organizations remain timely, relevant, and connected with their audience.

Conclusion: As social media continues to evolve, its role in the news industry grows more complex. It has revolutionized how journalists gather information, engage with audiences, and distribute content, offering unprecedented speed and accessibility. However, this fast-paced environment also demands a careful balance between immediacy and accuracy. While platforms like Twitter and Instagram provide invaluable tools for newsgathering and reporting, the importance of verification and responsible journalism remains paramount. Ultimately, social media's influence on the news is undeniable, and its potential to shape public discourse and connect global audiences ensures it will remain a key part of journalism’s future.

Source: Conversation with Copilot, 9/20/2024 

1. How to Use Social Media For Newsgathering - NBCU Academy 

2. 4 new ways to use social media for newsgathering | Media news - journalism 

3. How and why do consumers access news on social media? 

4. Social Media and News Fact Sheet | Pew Research Center 

5. Social media as a news source - Wikipedia 

Social media undermining society?

Beckerman Social Media Exec Asks — Where Is The Love?

By Eric Fischgrund, Social Media Manager, Beckerman
 
As details continue to emerge surrounding the Tucson, Ariz., shooting and the alleged gunman, Jared Loughner, we are learning more about his role in several online message boards. Spewing hate on some boards, and hated by the community on others, it's clear Loughner had significant mental issues that none of his online contacts (or enemies) were aware of. Was Loughner the same guy in real life that he personified online? This tragedy — coupled with observations that come from the numerous websites, blogs and message boards that I visit each day has got me asking — where is the love?

Is their social media presence a reflection of people's mentality or of how they behave in face-to-face encounters? Are people the same when they come through their front doors, take off their jackets and sit down at their keyboards as they are in the rest of their lives? I sure hope not. It seems that Internet bullying, scathing and racist posts, death threats and other hateful forms of content are escalating.

Social media is not technology

Solis writes "technology is just that: technology.  Social media is about people and how we can approach them as informed and helpful peers" (Putting the public back in public relations, p. 154). Business people forget that social media is changing PR "from pitching to personalized and genuine engagement." 90% of social media is people and 10% technology.  Yet, businesses will invest 90% in technology and 10% toward engaging with people. Then, they wonder why their use of social media doesn't work.