How should Red Bull assess the effectiveness of these campaigns? Describe how it should respond to insights gained by this assessment. IMAGES, SALES, BRANDS: HOW RED BULL USES VARIOUS DIGITAL AND SOCIAL MEDIA TECHNIQUES TO ACHIEVE ALL ITS OBJECTIVES It isn’t as if the digital social media strategy adopted by Red Bull—the energy drink that “gives you wings”—is a trade secret. Granted, the private company has a policy that discourages employees from giving interviews. But its overall strategy is clear from its actions and their outcomes. The success it has accrued from this strategy therefore isn’t a matter of doing things differently from anyone else. It’s a function of doing them better.

To begin, Red Bull distinguishes its goals for leveraging contacts. Is it hoping for more brand exposure, or is it pursuing sales increases? Depending on its focus, it adopts distinct, appealing methods that are specific and unique to each digital and social media platform. Then it implements these tactics consistently and comprehensively to increase the chances that they will be widely shared and recognized.