Coke Weighs in on Earned Media ROI  

I always thought about how companies actually knew if their use of social media was effective or not, and if there was a way to measure it. In this article, Coke's Carol Kruse, vice president of global interactive marketing, talks about Coke's use of social media and how they go about measuring it. She measures in Coke brand value, if the social media is driving brand health and brand love.

Kruse says brand measurement is important, but she also states, “You have to be careful how you go about the measurement because you might undo all the goodwill you have built.” You have to be able to measure without disrupting the consumer experience. 


http://www.emarketer.com/Article.aspx?R=1007345