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With the recent announcement by Coca-Cola that it intends to "fish where the fish are" and that Coca-Cola and Unilever are shifting their digital focus away from traditional campaign sites and towards community platforms such as Facebook and YouTube, it is becoming increasingly the case that social media campaigns for consumer brands will usually include an element of social networking - whether that's building their own networking platform, or creating profiles, pages, groups, competitions and other digital content within existing social networks. The nature of social networks means that these campaigns will include content generated by users: uploaded photos, comment streams, or videos.
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