Coca-Cola VP Talks About the Keys to Social Media Success - 0 views
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“The days of controlling the message are absolutely over. At best you’ll be invited in and you’ll get to co-create and participate with consumers.”
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She calls this new landscape, “liquid and linked.” Liquid because every piece of marketing has to spread out to the very furthest communication point and linked because it all has to relate back to the core message.
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The conversation consists of four parts, Paid, Owned, Earned and Shared.
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