At the Advertising Research Foundation’s Re:think 2013 conference in New York today, a Coca-Cola senior marketing manager revealed that online buzz brought no lift in short-term sales. “Is that the end of the story?” he asked. “I would say no. This is one study on a set of brands in a particular company within a certain segment of the consumer-packaged-goods industry. It is by no means a generalized result that applies to all industries.” [Source: Ad Age]