Social media team doing their job. Making them likable to the masses. Usually not the same people who do the bad stuff. Not excusing the bad stuff. But social is usually run by underpaid interns who are just having some fun. They might wear the uniform and think they represent the brand, but the brand doesn’t care about them very much.
Coke doesn’t need a social media tram add long as they own stakes in Disney and other theme parks, fast food, and movie theaters.