The use of social media for marketing purposes by drinks industry companies can be segmented into four distinct campaign types, according to a new market research report from just-drinks.

The report, entitled ‘The State of Drinks Industry Social Media‘, claims that the campaigns by beverage businesses observed during the last year fell into four groups; cause led, events led, community led and sales promotion led.

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The report also asserts that social media is now in its third age; the first and second age were preoccupied with the battle of the networks (where) and the war for followers (who). This third age, however, is characterised by a fight by brands for relevance (what) and resonance (why).

Using examples from brands including Kirin, Amstel, SABMiller, Bacardi, Absolut, Fanta, Mizone, Budweiser and Skol, the report highlights how drinks producers are having to juggle consumer demand for authenticity with the needs to both develop innovative content and hit commercial targets.

John Newton, the author of the report and fellow of the Chartered Institute of Marketing, said: “The maturity of the channel now means that the gap between social media strategy – previously siloed – and overall communications strategy has narrowed.

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“Drinks brands are now expected to be producer-publishers. Social media is a primary way of sharing content to drive interest, brand values, brand fame and sales”, Newton added.

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The demand for more data on the return-on-investment from social media activity, and regional considerations when running international campaigns are also explored.

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