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Chapter 18: Social Media and Marketing
1
Chapter 18
Social Media and Marketing
This chapter begins with the learning outcome summaries followed by a set of lesson plans for
instructors to use to deliver the content.
• Lecture (for large sections) on page 4
• Company Clips (video) on page 6
• Group Work (for smaller sections) on page 8
Review and Assignments begin on page 9
Review questions
Application questions
Application exercise
Ethics exercise
Video assignment
Case assignment
Great Ideas for Teaching Marketing from faculty around the country begin on page 19
We’ve also created integrated cases that cover the topics in Chapters 15 through 18.
• Yellow Tail on page 21
• Boston Blazers on page 27
Chapter 18: Social Media and Marketing
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Learning Outcomes
18-1 Describe social media, how they are used, and their relation to integrated marketing
communications
Social media, commonly thought of as digital technology, offer a way for marketers to
communicate one-on-one with consumers and measure the effects of those interactions. Social
18-2 Explain how to create a social media campaign
A social media campaign should take advantage of the three media categories: owned media,
18-3 Evaluate the various methods of measurement for social media
Social media have the potential to revolutionize the way organizations communicate with
18-4 Explain consumer behavior on social media
Chapter 18: Social Media and Marketing
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
18-5 Describe the social media tools in a marketer’s toolbox and how they are useful
A marketer has many tools to implement a social media campaign. However, new tools emerge
daily, so these resources will change rapidly. Some of the strongest social media platforms are
blogs, microblogs, social networks, media creation and sharing sites, social news sites, location-
based social networking sites, review sites, and virtual worlds and online gaming. Blogs allows
18-6 Describe the impact of mobile technology on social media
The mobile platform is such an effective marketing tool—especially when targeting a younger
audience. There are six reasons for the popularity of mobile marketing: (1) mobile platforms are
18-7 Understand the aspects of developing a social media plan
Chapter 18: Social Media and Marketing
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The social media plan should fit into the overall marketing plan and help marketers meet the
organization’s larger goals. There are six stages in creating an effective social media plan: (1)
listening to customers, (2) setting social media objectives, (3) defining strategies, (4) identifying
the target audience, (5) selecting the appropriate tools and platforms, and (6) implementing and
monitoring the strategy. Listening to customers and revising the social media plan to
accommodate changing market trends and needs is key to an effective social media plan.
Key Terms
Blog
Media sharing sites
Social commerce
Corporate blogs
Microblogs
Social media
Crowdsourcing
Noncorporate blogs
Social media monitoring
Location-based social
networking sites
Review sites
Social networking sites
Social news sites
Lesson Plan for Lecture
Brief Outline and Suggested PowerPoint Slides
Learning Outcomes and Topics
PowerPoint Slides
LO1 Describe social media, how they are
used, and their relation to integrated
marketing communications
18-1 What Are Social Media?
1. Social Media and Marketing
2. Learning Outcomes
3. Learning Outcomes (continued)
4. What Are Social Media?
5. Social Media
6. Social Media and Consumers
7. How Consumers Use Social Media
8. Social Commerce
9. Social Media and Integrated Marketing
Communications
LO2 Explain how to create a social media
campaign
18-2 Creating and Leveraging a Social
Media Campaign
10. Creating and Leveraging a Social Media
Campaign
11. Categorizing Media Types
12. Key Guidelines to Leverage Types of
Media
13. Listening
14. Social Media Objectives
Chapter 18: Social Media and Marketing
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Learning Outcomes and Topics
PowerPoint Slides
LO3 Evaluate the various methods of
measurement for social media
18-3 Evaluation and Measurement of
Social Media
15. Evaluation and Measurement of Social
Media
16. Social Media Metrics
LO4 Explain consumer behavior on social
media
18-4 Social Behavior of Consumers
17. Social Behaviors of Consumers
18. Categories of Social Media Users
19. Categories of Social Media Users
(continued)
LO5 Describe the social media tools in a
marketer’s toolbox and how they are
useful
18-5 Social Media Tools: Consumer- and
Corporate-Generated Content
20. Social Media Tools: Consumer- and
Corporate-Generated Content
21. Social Media Tools
22. Social Media Tools (continued 1)
23. Social Media Tools (continued 2)
24. Exhibit 18.1: Facebook Lingo
LO6 Describe the impact of mobile
technology on social media
18-6 Social Media and Mobile Technology
25. Social Media and Mobile Technology
26. Reasons for Mobile Marketing Popularity
27. Common Mobile Marketing Tools
28. Apps and Widgets
LO7 Understand the aspects of developing a
social media plan
18-7 The Social Media Plan
29. The Social Media Plan
30. Stages in Creating an Effective Social
Media Plan
31. Exhibit 18.2: Social Media Trends
32. Key Terms
33. Summary
34. Summary
Suggested Homework
• The end of this chapter contains an assignment on the Zappos video and the Kickstarter
case.
• This chapter’s online study tools include flashcards, visual summaries, practice quizzes,
and other resources that can be assigned or used as the basis for longer investigations into
marketing.
Chapter 18: Social Media and Marketing
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Lesson Plan for Video
Company Clip
Segment Summary: Zappos
Zappos, a large online retailer, has a vibrant culture focused on customer service. The company
uses social media to help customers and to interact with them personally. Part of each customer
reaction involves taking the time to demonstrate individual personality and the Zappos culture,
all of which make Zappos one of the top in customer service.
These teaching notes can be assigned for students to prepare before class, in class before
watching the video, during class while watching the video, or after students have watched the
video.
During the viewing portion of the teaching notes, stop the video periodically where appropriate
to ask students the questions or perform the activities listed on the grid. You may even want to
give the students the questions before starting the video and have them think about the answer
while viewing the segment. That way, students will be engaged in active rather than passive
viewing.
Pre-Class Prep For You
Pre-Class Prep For Your Students
• Preview the video segment for Chapter 18.
This exercise reviews concepts for LO6.
• Review your lesson plan.
• Make sure you have all of the equipment
needed to show the video to the class,
including the DVD and a way to project the
video.
• You can also stream the video HERE.
• Have students familiarize themselves with
the following terms and concepts: mobile
technology, consumer protection and
privacy, and marketing to children.
• Review a variety of online retailers,
including Zappos, and other favorite
websites.
Video Review Exercise
Activity
Warm Up
Begin by asking your students the following questions:
• “How many purchases do you make online in one year?”
• “Do you make an equal number of purchases at local establishments?”
• “Why do you choose one over the other?”
[For students who raise their hands to the last question, push them to answer
why.]
Chapter 18: Social Media and Marketing
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In-Class
Preview
• Segue into a lecture that centers around these questions: “How does
technology change consumer behavior?” and “What does this mean for
Marketing”
• Review the negatives and benefits of social media and what it means to local
businesses and national businesses.
• Review the Company Clips questions below with students. They should be
prepared to answer them after viewing the video.
Viewing
(Solutions
below.)
1. What is Zappos’ social media marketing plan?
2. Is Zappos’ customer service social media owned, paid, or earned media?
Explain.
Follow-up
• Spark a debate in class by asking students to respond to the following
statement: “Parents should screen cell phone usage of all minor children.”
• Have students use the Internet or Yellow Pages to identify a cell phone retail
store, such as those mentioned in the video. Students should then email or call
the company and ask the manager or sales personnel to describe the level of
sales to young children and parents of young children. Ask students to be
prepared to share their research at the next class meeting.
Solutions for Viewing Activities
1. What is Zappos’ social media marketing plan?
Students’ answers will vary.
2. Is Zappos’ customer service social media owned, paid, or earned media? Explain.
Zappos social media would be considered owned media, though social media blurs the line
Lesson Plan for Group Work
The group activity should be completed after some chapter content has been covered, probably in
the second or third session of the chapter coverage. For the activity listed below, divide the class
into small groups of four or five people. Provide the information and the questions asked by the
class activity.
Chapter 18: Social Media and Marketing
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Group Activity: Corporate Social Networking
Companies are increasingly using social networking sites such as Facebook and Twitter as part
of ongoing business practices. The outcome of this exercise is to get students to understand the
impact of corporate social networking.
Divide the class into groups of four or five students. Each group should identify one company
that engages in corporate social networking. Students are encouraged to select companies with
social networking sites that they have personally used in the past. The company may be public or
private, for-profit or non-profit, and provide products or services. Once a company has been
identified, groups should work to answer each of the following questions in writing:
1. What social media website(s) does the company utilize?
2. Who is the company’s target market? Does the company do a good job of targeting these
individuals through its social networking site? Why, or why not?
3. Compare the company’s social networking site with its official website. How does the
content and language differ between the two sites?
4. Social media objectives are listed in Chapter 18 in section 18-2b. Identify the company’s
primary social media objectives based on actual communications on its social networking
site. Be sure to provide examples.
5. Describe the promotional methods that the company uses to market products or services on
its social networking site.
6. What do you recommend that the company do to stay on top of current social media
trends?
After each group is finished, have them share their ideas with the class.
Review and Assignments for Chapter 18
Review Questions
1. Why is having a social media campaign strategy important?
Students’ answers will vary. Strategy is important because it links social media tactics to a
2. What are some tools businesses can use to measure social media? How effective are
these tools?
Chapter 18: Social Media and Marketing
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Students’ answers will vary. Social media measurement refers to the ever-changing metrics
that are used to determine the return on investment (ROI) of each tool. Social media
3. What are some problems with measuring social media (e.g., what does a “like” on
Facebook really mean?)?
Students’ answers will vary. While social media does offer more measurement than
4. Which social media tools do you think are the most useful for most businesses? Why?
Students’ answers will vary. Right now, the social media tools that are most useful are
5. What do you think is the future of mobile technology? How do you think mobile
technology will change people’s daily lives? How will it change marketing?
Students’ answers will vary. Mobile technology has been predicted to be the “next big
Chapter 18: Social Media and Marketing
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© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
people to bring everything with them. They can search for products, compare products, and
even pay for products using their phones. Starbucks recently released apps for the
Blackberry and the iPhone that allow customers to pay for their lattes with their phones.
The most important aspect of mobile technology is that marketers can reach customers at
the point of sale.
Application Questions
1. What are some of the ways in which social media has changed your daily life? What
can marketers take advantage of for their promotional purposes?
Students’ answers will vary. Some examples could include constant communication with
2. Choose a local business that is utilizing social media effectively. Analyze what they
are doing by conducting your own social media monitoring. What tools can you use?
What are the company’s objectives? What are they doing right?
Students’ answers will vary.
3. Provide some examples of brands that have garnered success with social media.
Provide some examples of some brands that have not been successful with social
media. Based on this comparison, what are the key ingredients to getting customers to
engage with a brand?
Students’ answers will vary. Starbucks, Coca-Cola, Pepsi, and M&Ms are a few good
4. Assume you are starting a new yogurt store on campus. Develop a profile of your
likely target market. What social media tools do you think will be most effective at
Chapter 18: Social Media and Marketing
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reaching that audience? Why?
Students’ answers will vary.
Application Exercise
One major issue regarding social media is the development of a company-wide social media
policy—that is, a policy that states who can say what, when, and where on social media
platforms (e.g., Facebook, blogs, Twitter). Companies and nonprofit organizations alike are
struggling with social media policies, and there has been an increase in the number of employees
getting into trouble for things posted on their Facebook pages. Take a look at the Social Media
Governance website (http://socialmediagovernance.com/policies.php). Find a social media policy
for a brand and one for a large nonprofit.
Questions
1. Why do you think social media policies are important?
Social media policies provide guidelines as to what can be said and who can say it. It is
2. What are some of the common elements you see in each of the examples of social
media policies?
Students’ answers will vary. Generally you will see rules for each tool such as Facebook,
3. How do you think social media policies should extend to employees? Should what an
employee posts on his personal Facebook page regarding his work life be held against
him? Why, or why not? Are there unfair situations in which the employee is fired for
private posting?
Students’ answers will vary. This topic has been in the news recently and therefore
Ethics Exercise
Chapter 18: Social Media and Marketing
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© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
As people become increasingly comfortable posting their lives online via social networks like
Facebook or through microblogs like Twitter, some companies have begun to build Web dossiers
of consumers. They do this by mining the social Web on Facebook, Twitter, blogs, and online
forums. Then they sell it to other companies. And here is the deal . . . most consumers have no
idea that this is being done.
While the use of customer data has been around for a few years (especially through companies
like Amazon who use algorithms based on customer searches and purchases to make product
recommendations), there are some privacy advocates who feel that mining and using data from
the social Web crosses ethical lines. For their part, the companies that aggregate this information
say that they are using this information to detect behavioral patterns in order for companies to
provide better products and customer service.
Source: “How Companies Are Using Your Social Media Data,”
http://mashable.com/2010/03/02/data-mining-social-media/.
Questions
1. Do you think that this practice violates privacy, or is it acceptable since it uses
information that a person has posted voluntarily?
Students’ answers will vary.
2. What are some promising ways in which companies can use this data?
3. What are some questionable ways in which companies can use this data?
Video Assignment: Marketing To Kids
Zappos, a large online retailer, has a vibrant culture focused on customer service. The company
uses social media to help customers and to interact with them personally. Part of each customer
reaction involves taking the time to demonstrate individual personality and the Zappos culture,
all of which make Zappos one of the top in customer service.
Chapter 18: Social Media and Marketing
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1. At which stage of effective listening does Zappos operate?
a. Stage 4
b. Stage 5
c. Stage 6
d. Stage 7
2. Based on what rob discusses in this clip, which of the following does Zappos prioritize in
its social media use?
a. Listening and learning
b. Promoting products and services
c. Managing its reputation
d. Improving customer service
3. Which category of user is it most likely that Zappos is interacting with on Twitter?
a. Creators
b. Critics
c. Collectors
d. Joiners
4. Because Zappos focuses on creating relationships with customers and interacting with
them on a personal level, which of the following metrics would be most useful to the
company?
a. Interest
b. Participation
c. Influence
d. Sentiment Analysis
Chapter 18: Social Media and Marketing
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5. The Zappos twitter account, @Zappos_Service, is an example of _____
a. owned media.
b. earned media.
c. paid media.
d. consumer generated media.
6. Zappos.com is an example of a social commerce site.
a. True
b. False
Case Assignment: CoverGirl
For years, CoverGirl has been featuring celebrities (including the likes of Zendaya, Pink, and
Katy Perry) in their ad campaigns as the faces of CoverGirl. But in an unprecedented move, the
beauty company announced in October 2016 that their newest CoverGirl is a boy.
His name is James Charles. He is 17 years old and a high school senior from Bethlehem,
New York. He lives with his parents and younger brother, and now on top of juggling high
school classes and applying for colleges, he must also handle the pressure of being the first ever
CoverBoy.
It all started a little over a year ago. Charles was doing his friend’s hair before she attended a
military ball at a local school. After she missed her makeup appointment, Charles volunteered to
do it for her. She agreed. Her makeup results were stunning, and Charles found a new interest.
Chapter 18: Social Media and Marketing
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He bought a makeup starter set online and started doing his friends’ makeup for fun. Then he
started charging $5 or $10. He used the money to buy new brushes and equipment. After three
months, he started his Instagram page. A year later, Charles had accumulated 650,000 followers
on his Instagram account and 90,000 subscribers to his YouTube channel. He uses YouTube to
post makeup tutorials for skills ranging from creating fake freckles to layering chunky glitter
around the eyes. He had a full lineup of Halloween makeup tutorials planned for October.
Katy Perry revealed the news of James Charles’s selection on her Instagram page. She
posted a photo of the two of them captioned “Just wrapped another great @CoverGirl shoot.
Honored to have the pleasure to announce the very first COVERBOY, James Charles! Follow
him @JCharlesBeauty!”
Chapter 18: Social Media and Marketing
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© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
It’s a growing industry, and the population of boys in the industry is growing as well,” said
Charles.
Sources: J. Feldman, “Meet the first ever male CoverGirl, James Charles,” The Huffington Post,
October 11, 2016, accessed October 24, 2016, http://www.huffingtonpost.com/entry/cover-girl-
boy-james-charles_us_57fbf36ee4b0b6a43034bd60; J. Wattles, “Meet CoverGirl’s first cover
boy,” CNN Money, October 11, 2016, accessed October 24, 2016,
http://money.cnn.com/2016/10/11/news/companies/covergirl-cover-boy-james-charles/; V.
Safronova, “Meet CoverGirl’s new cover boy,” The New York Times, October 12, 2016, accessed
October 24, 2016, http://www.nytimes.com/2016/10/16/fashion/meet-covergirls-new-cover-
boy.html.
TRUE/FALSE
1. YouTube is not considered a social media platform.
2. By CoverGirl reading posts of fans’ reactions after the announcement, they were practicing
social media monitoring.
3. Social media has the potential to revolutionize the way organizations communicate with
stakeholders.
4. While businesses use social media for marketing, it has not created a shift in the advertising
business from a mass-media model to a conversation-based model.
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
5. The best social media plan for any business is to create accounts on all social media platforms
and post as often as possible.
MULTIPLE CHOICE
1. Social media allows businesses to
a. share experiences quickly and with large numbers of people.
b. listen to what their customers are saying about them.
c. measure how marketers meet and interact with customers.
d. All of these
e. None of these
2. The official photographs from James Charles’ campaign are __________ media, while their
social media posts announcing the campaign are __________ media, and comments on those
posts are __________ media.
a. owned, earned, earned
b. paid, owned, earned
c. paid, owned, owned
d. owned, paid, earned
3. Katy Perry’s Instagram post generated a high volume of new follows for Charles’ Instagram
page. What social media metric would deem the post a success because of these results?
a. buzz
b. interest
c. participation and engagement
d. influence
