If you want to find out who one of the marketing leaders of the world is, look no further than the beverage company Coca-Cola. As little as 5 years ago, small to medium businesses might have been hesitant to pay any attention at all to what giant companies like Coca-Cola were doing, since the marketing budgets were so different as to be laughable. Coca-Cola would spend more on one TV ad than a smaller company might spend on their entire year's marketing. Now, however, things are changing. That's because the folks at Coca-Cola recognized that storytelling (content) through new technology (social media) are how society is changing (communicating).