How does PepsiCo use social media in its business strategy?

PepsiCo employs a three-pronged social media approach. First, they actively monitor online conversations about their brands, exemplified by Gatorade Mission Control—a dedicated facility with staff tracking discussions 24/7 and addressing misinformation. Second, they facilitate consumer engagement by providing platforms like Pepsi Pulse where people can discuss trends and share interests. Third, PepsiCo directly participates in social dialogue through innovative initiatives such as Twitter concerts with artists like Katy Perry and technology that allows users to gift Pepsi beverages to others via smartphones. Their focus extends beyond simply counting likes, aiming instead for meaningful consumer connections.