Coca-Cola is ramping up its efforts in social media marketing, shifting away from traditional internet advertising towards websites like YouTube and Facebook.
According to New Media Age, the company will continue to create campaign sites for certain brands.
However, it will be investing more in existing community platforms over the long-term, as social media becomes increasingly popular among consumers.
"In some cases some of our campaigns won't need a coke.com-hosted site," explained Coca-Cola's interactive marketing manager Prinz Pinakatt.
"We would like to place out activities and brands where people are, rather than dragging them to our platform."
The news that one of the world's biggest brands is stepping up its social media advertising will be welcomed by those seeking media jobs in the sector.
As well as playing an increasingly important role in advertising, social media is also proving to be a common platform for news distribution.
Last year, the BBC appointed its first social media editor, while Sky has recently announced that it will be boosting its social media activities ahead of the general election, Journalism.co.uk reports.
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