Eric Schmidt, Coca-Cola's senior manager of marketing strategy and insights:
"We didn't see any statistically significant relationship between our buzz and our short-term sales."
The article continues: But Coca-Cola's newly published research could renew the debate over just how effective social initiatives are. After all, if the world's largest brand says that social buzz had a measly 0.01% impact on its sales, why would any other business, large or small, expect more from the medium?
Then in the comments Sylvain Querné, Head of Digital Marketing at Nokia comments:
"Isn't coca cola losing sales on soda drinks in the US? At this point no impact is better than negative impact..."
Read all: http://econsultancy.com/no/blog/62383-coca-cola-the-s-in-social-media-doesn-t-stand-for-sales?utm_medium=email&utm_source=daily_pulse
Oh and today COCA-COLA followed up Erick Schmidt´s poor analysis with a statement: