One of the questions which most exercises marketers is how new social media campaigns measure up against more traditional initiatives.  With the London 2012 Olympic Games already dubbed the first ‘socialympics’, Coca Cola may help to provide an answer.
The company, an Olympic Partner for more than 80 years is to have its full social media output evaluated using a new tool developed by Demos, a UK political think tank.
The audit will include analysis of the impact on communities of Coca Cola’s social media initiatives and output throughout the games.  It is expected this will be used to counter claims made this week by a respected Medical Colleges Group that companies such as Coca Cola and McDonalds should not be welcomed as sponsors of major sporting events
Demos claims that it’s Measuring Up tool, which is still in a research and development phases and will be piloted with Coca Cola, will provide a “rigorous and robust measurement of the social value created by corporate sponsorship activity.”
Commercial sponsors have contributed almost €1 billion to the organisation of the London 2012 Olympic Games in Britain alone and the British Culture secretary put it bluntly this week when he said that “without sponsorship we wouldn’t have sport.”
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