Coke has for years tried to establish itself as a brand publisher. And just like publishers before it, it is feeling the pressure from social platforms.
The big one is Facebook. Coke’s “Journey,” the branded content news site that it replaced its corporate website with three years ago, has also felt the pinch from declining organic reach and traffic. (Referral traffic to top publishers has fallen 32 percent so far this year, Digiday recently reported.) Organic isn’t getting Coke the publisher very far either, so Doug Busk, who heads digital and social media communications at the brand has moved to more paid traffic. He said his team is appreciative of the “fairly affordable” paid mechanisms the platform has come up with. “They have more than made up for a challenging environment for brand publishers.” [Read More]