And to celebrate, the company has created the Coca-Cola’s Sharing Happiness app to find and help individuals who are developing ideas for social change and increased good around the world. The company will work with the selected individuals to grow their idea for launch in 2013, and participants are being urged to be as creative as possible with inventions, causes, or social applications.
“Throughout its history Coca-Cola has always had a role in bringing simple moments of happiness to people around the world every day,” said Joe Tripodi, Chief Marketing and Commercial Leadership Officer at The Coca-Cola Company. “Today we have an engaged global community more than 50 million strong connected through Facebook. This provides an opportunity to engage our most supportive and enthusiastic fans in a quest to find ways to make the world a happier place.”
Sheryl Sandberg, Chief Operating Officer of Facebook says that they are glad to support Coca-Cola because the brand “understands the value of communicating directly with its most ardent supporters in an authentic way that helps make the world more open and connected.”
The news comes only days after Facebook announced they would be weeding out fraudulent likes on fan pages. “A Like that doesn’t come from someone truly interested in connecting with a Page benefits no one,” Facebook stated on their website. “Real identity, for both users and brands on Facebook, is important to not only Facebook’s mission of helping the world share, but also the need for people and customers to authentically connect to the Pages they care about.
“When a Page and fan connect on Facebook, we want to ensure that connection involves a real person interested in hearing from a specific Page and engaging with that brand’s content. As such, we have recently increased our automated efforts to remove Likes on Pages that may have been gained by means that violate our Facebook Terms.”
On average, Facebook states that less than 1% of likes will be removed that have been gained by malware, compromised accounts, deceived users, or purchased bulk Likes.
Even if 1% of Coca-Cola’s fans were removed, they would still have around 5 times more fans on Facebook than their traditional rival, Pepsi.
Coke is currently estimated to hold a 25% share of the global soft drinks market, and their recent partnership with the Olympic Games would no doubt have given them even more exposure and reasons for people to engage with the brand through social media.
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