P3
a) Advertising
Coca Cola has its own Instagram account, and they have hired a person to manage it and regularly post content. Additionally, they can pay celebrities to take professional quality pictures drinking Coca Cola. The idea is that if fans of that celebrity see the post, they are more likely to favour Coca Cola's brand over others selling similar products, and even people barely interested seeing the picture would work as subliminal advertising, an idea where someone sees a product and subconsciously begins thinking about it more and wants to buy it, supposedly.
b) Viral Marketing
As Instagram centres around images, Coca Cola uses a lot of infographics and visuals to advertise their products. They tend to post more around the holidays, particularly images related to the particular holiday. Given Coca Cola's previous history with Christmas marketing, supposedly being the ones to establish the design of the character everyone knows today, that time of year is likely their most profitable. They have their own Instagram account, which like most big companies and celebrities is "verified", showing anyone that views the page that they official represent the company as a whole.
c) Product/Service Reviews
At the moment, Coca-Cola isn't popular company on social media. Below most of their posts, there are people calling them out for bad business practices like "training their workers to act less white", "voting to decertify the election" and even more. Some customers have commented saying they found skin on the product itself. Whilst it is important to remember that the people in charge of the account usually have no control over the company itself, and that the actual source of these problems is likely one or two people who have been put in charge, it's still absolutely reasonable to speak out against them, and doing it through social media is actually a fairly decent way to do so. As long as the information is spread as far as possible, then the problems can be solved much quicker that they normally would be.
Twitter
a) Advertising
Coca Cola advertises in two ways on Twitter, in the form of "promoted" tweets that people will find on their timeline, and also through ads at the beginning of videos (mostly videos on other promoted tweets). The same as Instagram, their account is verified on Twitter.
b) Viral Marketing
Recently on Twitter, Coca-Cola started the hashtag #Shareacoke. It was an attempted to break the record for the largest "cheers" virtually through the number of people posting something with that hashtag attached. For this campaign, they even got the help of the official Twitter account themselves to make a post about it and to spread the word.
c) Product/Service Reviews
Twitter, both on the website and on the app, does not display comments on your timeline unless they have been retweeted or quote retweeted by someone you follow. This is convenient for Coca-Cola, as if you did click on any of their posts, you would discover thousands of people commenting on their horrible business practices. It's especially difficult to find this information if you aren't actively looking at Coca-Cola's tweets and profile. Most people would just see the promoted tweet and move on without thinking about it. As more time passes, the number of posts calling them out seems to increase. Although you might not be able to tell from the post itself, the fact that number of comments is way over ten times the number of likes and retweets will warn anyone that notices that the company isn't popular at the moment if nothing else. Aside from this, the least Twitter themselves could do would be removing the "verified" tick on their page, but considering they are likely a massive source of income for the site through advertisements, the chances of that happening are low. Instead, it might be a better idea for users of the site to spread the news as much as possible, particularly this tweet which was probably the most recent example of Coca-Cola's malpractices: https://twitter.com/DrKarlynB/status/1362774562769879044?s=20
a) Advertising
Coca Cola has their own Facebook account, one which is again verified. They post regularly during holiday season, then seem to take a break until the next holiday or a new product's release.
b) Viral Marketing
Most of the content Coca Cola has posted recently on their Facebook account is videos advertising customisable New Year's Resolution Coca Cola cans, where you can fill in the blanks on the can yourself. For most of the year, this seems to the be the kind of content they post, videos advertising their products whether they be themed or normal.
c) Product/Service reviews
Similarly to Instagram, Coca-Cola's Facebook posts are covered in replies commenting on how the company supports animal abuse, discrimination, and election fraud. Unlike Instagram however, Facebook has actually made it easier to make this clearer to it's users, leaving a warning on their page about page transparency, and moving all the comments about the disgusting things Coca-Cola has been a part of to the top of the comment section.
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