That's not "nailing" social media. That's creating a clever marketing trick and then being happy that people shared it on social media. Did PSY "nail" social media because people "Liked" his video? Did <insert group name here> "nail" social media because your aunt forwarded their spam to you? Did some band "not nail" social media because their video didn't go viral?

Coke advertised their product. Some people got excited, and told their friends on social media. Just like other things. Coke didn't do anything special with social media, they just counted on people using it. Big deal.