Coca-Cola and Nike are leading the way in social media marketing – but the discipline still has a lot of growing up to do

A study of behaviour and attitudes towards social media among 180 agencies and brands by The Internet Advertising Bureau UK (IAB) reveals Coca-Cola and Nike are leading the way in social media marketing – but that the discipline still has a lot of growing up to do.

Conducted on behalf of the IAB by ICM Research, the study revealed that 20% of industry respondents cited Coke as one of three brands “doing social particularly well”, followed by Nike (15%) and Virgin (12%).