The Coming Chaos Scenario —Sherburne

Coke Fans Unite

In an ad:tech San Francisco panel discussion, Carol Kruse, vice president of global interactive marketing for The Coca-Cola Co., talked about how her firm was increasingly turning to digital alternatives by leveraging social media to enter into a dialog with consumers and gain these essential customer insights, as well as beginning to depend more heavily on "Coke fans" to defend the brand on the Web.