How is PepsiCo using social media to engage with consumers?

PepsiCo uses social media through a three-pronged approach. First, they monitor consumer conversations about their brands 24/7 (like Gatorade Mission Control) to track brand perception and correct misinformation. Second, they facilitate engagement by providing forums like Pepsi Pulse where consumers can discuss trends and interact with brands. Third, they actively participate in social media dialogue through initiatives like Twitter concerts and innovative features that allow consumers to gift Pepsi products to others via mobile devices. This strategy helps PepsiCo connect with various generations, from traditional boomers to digital-native Gen Y consumers.