Hasta La Creative!

Debate erupted Monday when Ad Age reported on a Coca-Cola study concluding that online buzz has no measurable impact on short-term sales. Today Coca-Cola’s Wendy Clark, senior VP-integrated marketing communications and capabilities, wrote that the finding is true in isolation but should not obscure the role that social media plays.

Ms. Clark’s piece, posted here in its entirety, originally appeared on Journey, a Coca-Cola company website.

Much has been made lately of social media marketing perhaps not pulling its weight in terms of business results. Indeed, a recent study from my own company suggested that social buzz or chatter does not generate sales lift. And, taken in isolation, this is true.

Continue reading at AdAge.com