[peteforde]

It's odd that "most people have no idea who we are, have no reason to care and therefore aren't seeing our social media updates" didn't make it on the authors' list of considerations.

Then comparing to Coke is just goofy. Without even discussing the merits of what Coke's SM strategy looked like, there's no useful comparison between a tiny web company and a century-old international beverage conglomerate.