Dr Pepper Snapple Group Inc. has used information from its Facebook fan page to improve its marketing messages, according to a feature article in The Wall Street Journal on social media.
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Editor's Insight: Social media is still a very new marketing tool.
This article notes that Dr Pepper Snapple Group has done a good job of "listening and measuring" responses to its Facebook fan page. The company has found what social media messages consumers best respond to.
What's not clear, however, is what impact this initiative will have on Dr Pepper Snapple sales.
VendingMarketWatch reported on 04-06-11 that Pepsi Cola's social media campaign did not succeed because it was poorly planned. The campaign engaged consumers with Pepsi as a company but not its products. 04-26-11 by Elliot Maras