How Big Are Your Ears?

Does your agency long to get a foothold inside Coca-Cola’s Atlanta headquarters?

Great. What shape is your social-media monitoring practice in?

That’s right, listening is in.

According to Ad Age, Coca-Cola is seeking a consistent way of keeping track of what consumers are saying about its brands across Twitter, Facebook and other social channels.

No, not because the company is self-absorbed. The winning agency will also report back to Coca-Cola brand managers with insights about consumer sentiment toward specific products, which will be used to influence how the company improves or tweaks marketing.

The listening will span the following brands: Coke, Diet Coke, Coke Zero, Sprite, Minute Maid, Powerade, Vitaminwater and Dasani.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.