It's a stunning admission for a company who's flagship brand has 61.5 million fans, more than any other brand on Facebook. But Eric Schmidt, senior manager-marketing strategy and insights at Coca-Cola, isn't giving up on buzz just yet. And he cautioned against reading too much into the research, noting that it covers only buzz, not sharing, video views or other aspects of social media. But when Coca-Cola put buzz sentiment data into the same analytical framework it uses to evaluate other digital media, Mr. Schmidt said, "We didn't see any statistically significant relationship between our buzz and our short-term sales." That was at a 95% confidence level, but even stepping back from that high standard, he said showed buzz affecting sales by only 0.01%. "Is that the end of the story?" Mr. Schmidt 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. " Get the full story at AdvertisingAge