Coca-Cola Seeks Shop to Mine Social Web

Winning Agency Will Create Way to Track What Consumers Are Saying Across Channels, Yield Insights Into Marketing

Coca-Cola North America is searching for an agency to help it with social-media monitoring, Ad Age has learned.

The winning agency will be responsible for formulating a consistent way of keeping track of what consumers are saying across Twitter, Facebook and other channels about all of Coca-Cola’s brands in North America. It will then report back to the company to yield insights into how to improve or tweak marketing, and determine consumer sentiment about specific products.

The pitch — which internally Coca-Cola is calling a “listening review” — encompasses social-media monitoring across billion-dollar brands such as Coke, Diet Coke, Coke Zero, Sprite, Minute Maid, Powerade, Vitaminwater and Dasani.

Get the rest of the scoop at Ad Age.