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Coca-Cola “Likes” Facebook Advertising

But the company's top marketer concedes that results are tough to measure


A couple of days before the Facebook (NASDAQ:FB) IPO, a report in The Wall Street Journal indicated that General Motors (NYSE:GM) was pulling all of its ads from the social network. The automaker believed they did not lead to sales.

Investors wondered: Was this an isolated event or a sign of a bigger problem? Well, this week Coca-Cola (NYSE:KO) came to the defense of Facebook.

Joe Tripodi, Coca-Cola’s chief marketing officer, gave a presentation at Cannes in which he extolled the value of marketing on social networks and mobile platforms. True, he admitted that it’s tough to measure results. But he thinks that doesn’t matter much.

Tripodi pointed out that when millions of people become fans on Facebook, it must have some degree of marketing effectiveness. And he believes improved measurement tools will emerge over the next few years.

Meanwhile, Tripodi says he’s willing to take a “little leap of faith.” To him, marketing is now about being part of a conversation — and what better place to do this than on Facebook?

–Tom Taulli,

Article printed from InvestorPlace Media,

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