Instructor Manual
Lamb/Hair/McDaniel, MKTG 13E, 9780357127810; Chapter 18: Social Media and Marketing
Table of Contents
Purpose and Perspective of the Chapter …………………………………………………………………………. 2
Cengage Supplements …………………………………………………………………………………………………… 2
Learning Outcomes ……………………………………………………………………………………………………….. 3
Complete List of Chapter Activities and Assessments ……………………………………………………… 3
Key Terms ……………………………………………………………………………………………………………………… 5
What’s New in This Chapter ……………………………………………………………………………………………. 6
Chapter Outline …………………………………………………………………………………………………………….. 6
Discussion Questions …………………………………………………………………………………………………… 15
Additional Activities and Assignments …………………………………………………………………………… 16
Additional Resources ……………………………………………………………………………………………………. 22
External Videos or Playlist ……………………………………………………………………………………………………….. 22
Appendix …………………………………………………………………………………………………………………….. 24
Generic Rubrics ……………………………………………………………………………………………………………………… 24
Standard Writing Rubric …………………………..……………………………………………………………………………… 24
Standard Discussion Rubric ……………………………………………………………………………………………………… 25
Purpose and Perspective of the Chapter
The purpose of this chapter is to describe social media, define how it’s used, and identify
how it relates to integrated marketing communications. Social media include social
networks, microblogs, and media sharing sites. Social media offers a way for marketers to
communicate one-on-one with consumers and measure the effects of those interactions,
Cengage Supplements
The following product-level supplements provide additional information that may help you
in preparing your course. They are available in the Instructor Resource Center.
• Transition Guide (provides information about what’s new from edition to edition)
• Educator’s Guide (describes assets in the platform with a detailed breakdown of
activities by chapter with seat time)
Learning Outcomes
The following learning outcomes are addressed in this chapter:
LO 18-1 Describe social media, how they are used, and their relation to integrated
marketing communications
LO 18–2 Explain how to create a social media campaign
LO 18–3 Evaluate the various methods of measurement for social media
Complete List of Chapter Activities and Assessments
For additional guidance refer to the Teaching Online Guide.
Chapter
Learning
Objective
PPT slide
Activity/Assessment
Duration
Certification
Standard
N/A
MindTap: Why Does
Social Media Use Matter
to Me?
5 minutes
BUSPROG:
Reflective
Thinking
What Are Social Media?
Analytic
DISC: Marketing
a Social Media Campaign
DISC: Promotion
18-3
MindTap: Learn It 18-3:
Evaluation and
Measurement of Social
MindTap: Learn It 18-4:
5 minutes
BUSPROG:
5 minutes
BUSPROG:
Analytic
DISC:
Instructor Manual: Lamb/Hair/McDaniel, MKTG 13E, 9780357127810; Chapter 18: Social Media and Marketing
Consumer- and
Corporate-Generated
Content
DISC: Promotion
18-6
MindTap: Learn It 18-6:
Social Media and Mobile
Technology and The
MindTap: Case Activity
15 minutes
BUSPROG:
Analytic
DISC: Strategy
5 minutes
BUSPROG:
Analytic
DISC: Promotion
18-1
10
Knowledge Check 1 in
PPT
5-10 minutes
BUSPROG:
Technology
DISC:
Online/Computer
18-2
17
Group Activity 1 in PPT
20-25 minutes
BUSPROG:
Technology
DISC:
18-3
21
Discussion 1 in PPT
5-10 minutes
BUSPROG:
Technology
DISC:
Online/Computer
18-4
29
Knowledge Check 2 in
5 minutes
BUSPROG:
Online/Computer
18-6
48
Knowledge Check 3 in
PPT
10-15 minutes
BUSPROG:
Technology
DISC:
Online/Computer
18-7
53
Group Activity 3 in PPT
20-25 minutes
BUSPROG:
Technology
DISC:
Online/Computer
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Key Terms
blog: a publicly accessible web page that functions as an interactive journal, where readers
can post comments on the author’s entries.
microblogs: blogs with strict post length limits.
micro-influencers: people who have a smaller number of followers on Instagram or
Twitter but are still influential in specific areas.
noncorporate blogs: independent blogs that are not associated with the marketing efforts
of any particular company or brand.
social media stars: people who have become popular because of their social media
influence in a specific arena— gaming, makeup, fashion, food, and so forth.
social media: any tool or service that uses the Internet to facilitate conversations.
social networking sites: websites that allow individuals to connect—or network—with
friends, peers, and business associates.
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What’s New in This Chapter
The following elements are improvements in this chapter from the previous edition:
• New content on increasing use of digital platforms to promote brands, particularly
using social media
• New content on expanded role of celebrities in social media campaigns
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Chapter Outline
In the outline below, each element includes references (in parentheses) to related content. “LO
CH–##” refers to the chapter learning outcome; “PPT Slide #” refers to the slide number in the
PowerPoint deck for this chapter (provided in the PowerPoints section of the Instructor Resource
Center); and, as applicable for each discipline, accreditation or certification standards (“DISC”).
Introduce Chapter 18 and review the learning outcomes. (PPT Slide 2).
1. What Are Social Media? (LO 18-1, PPT Slide 3, DISC: Online/Computer
a. Social media is any tool or service that uses the Internet to facilitate
conversations. The increasing use of social media has revolutionized marketing
by dramatically changing the way marketers can communicate messages about
b. Important takeaways for marketers regarding social media include:
• Marketers must realize they often do not control the content on social media
sites.
• The ability to share experiences quickly and with such large numbers of
people amplifies the impact of word of mouth in ways that can affect a
company’s bottom line.
c. Social media’s effect on relationship building has been so profound that the
emerging culture of participation may well prove to be a fifth “P” for marketing.
d. How Consumers Use Social Media: At the time of the writing of this book,
some of the most popular social media platforms were Instagram and Facebook
• Social Commerce: An area of growth in social media is social commerce,
which is a subset of e-commerce that involves the interaction and user
contribution aspects of social online media to assist online buying and selling
of products and services. Social commerce relies on user-generated content
on a website to assist consumers with purchases. Types of social commerce
include:
o Peer-to-peer sales platforms (like eBay and Etsy)
o Social networking websites driven by sales (like Pinterest and Twitter)
e. Social Media and Integrated Marketing Communications: Many marketing
budgets are weighted toward social media, and digital marketing spending in the
United States is expected to grow from $83 billion in 2017 to almost $120 billion
in 2021. Marketers must adapt to social media interactions between producer
2. Creating and Leveraging a Social Media Campaign (LO 18-2, PPT Slide 11, DISC:
Online/Computer)
a. As with any marketing campaign, it is always important to start with a strategy.
For most organizations, this means starting with a marketing or communications
various types of media involved. Marketers can categorize media types as
follows:
• Owned media delivered through content marketing—such as videos,
webinars, recommendations, ratings, and blog posts—help organizations
develop deeper relationships with customers.
b. To leverage all three types of media, marketers must follow key guidelines:
• Maximize owned media by reaching out beyond their existing websites to
c. The Listening System: Developing an effective listening system is necessary to
d. Social Media Objectives: Organizations must develop social media objectives
that focus on communicating with customers and influencing them through
conversation. When marketing managers set social media objectives, they
should:
• Listen and glean insights about audiences
• Build relationships and awareness by providing compelling content
3. Evaluation and Measurement of Social Media (LO 18-3, PPT Slide 19, DISC:
Online/Computer)
a. Although some who are new to social media marketing struggle to measure its
ROI, others recognize the need to develop formal measures. Marketers should
follow these five steps to gauge the effectiveness of a social media effort:
• Identify your key performance indicators (KPIs).
4. Social Behavior of Consumers (LO 18-4, PPT Slide 23, DISC: Online/Computer)
a. Social media have drastically changed the advertising business from an industry
based on mass-media models (such as television) to an industry based on
relationships and conversations. Once objectives have been determined and
measurement tools have been implemented, it is important to identify which
consumers the marketer is trying to reach, which platforms those consumers
are using, and how they’re using them. Types of social media users include:
• Creators: Those who produce and share online content like blogs, websites,
articles, and videos. This is the fastest-growing sector of the audience.
b. Another aspect of how consumers use social media is through their attention to
social media influencers, of which there are several types:
• Social media celebrities – actors, singers, artists, or athletes who have
millions of followers on social media platforms, typically Instagram and
Twitter
Examples: Fitness company Peloton has instructors who have amassed
hundreds of thousands of followers on Instagram. They promote the brand
but promote other related fitness brands as well. This trend has provided an
opportunity for ordinary people who have a unique voice and the ability to
gain followers to connect with brands.
5. Social Media Tools: Consumer- and Corporate-Generated Content (LO 18-5, PPT
Slide 30, DISC: Online/Computer)
a. Blogs: A blog is a publicly accessible web page that functions as an interactive
journal, where readers can post comments on the author’s entries. Blogs enable
b. Corporate blogs are sponsored by a company or one of its brands and
maintained by one or more of the company’s employees. They disseminate
marketing-controlled information. Many companies are moving away from
c. Microblogs: Microblogs are blogs with strict post length limits. Twitter is the
most popular of all microblogging platforms and is effective for disseminating
breaking news, promoting longer blog posts and campaigns, sharing links,
d. Social Networks: Social networking sites are websites that allow individuals to
connect—or network—with friends, peers, and business associates. Depending
on a marketing team’s goals, several social networks might be engaged as part
of a social media strategy. Given the right strategy, increasing awareness,
targeting audiences, promoting products, forging relationships, highlighting
expertise and leadership, attracting event participants, performing research, and
generating new business are attainable marketing goals on any social network.
• Facebook: At over 2 billion users per month, Facebook is the largest social
networking site. Growth in new profiles is highest among Baby Boomers
using Facebook as a way to connect with old friends and keep up with family.
indexing.
• LinkedIn: LinkedIn is used primarily by professionals who wish to build their
personal brands online and businesses that are recruiting employees and
and company news.
e. Media Sharing Sites: Media sharing sites are websites that allow users to
upload and distribute multimedia content like videos and photos. Today,
f. Social News Sites: Social news sites are websites that allow users to decide
which content is promoted on a given website by voting that content up or
down. Marketers have found that these sites are useful for promoting
g. Location-Based Social Networking Sites: Location-based social networking
sites are websites that combine the fun of social networking with the utility of
location-based GPS technology. Location sites such as Foursquare are
h. Review Sites: Review sites are websites that allow consumers to post, read,
rate, and comment on opinions regarding all kinds of products and services.
Online reviews are important for marketers hoping to influence consumers in
the early stages of the purchase cycle who don’t yet have an established plan for
what and how to purchase. The percentage of individuals trusting other people’s
online opinions is much higher than that of consumers who trust traditional
advertising.
Example: Yelp is the most active local review directory on the Web. Yelp even
i. Virtual Worlds and Online Gaming: Online gaming presents additional
opportunities for marketers to engage with consumers. These include massive
multiplayer online (MMO) games, competitive online games, online communities
(or virtual worlds), and social gaming. Many mobile games use advertising to
6. Social Media and Mobile Technology (LO 18-6, PPT Slide 43, DISC: Online/Computer)
a. The multitude of smartphones, wearables (e.g., smartwatches), and tablets
means consumers now can access popular media through many different
devices.
b. Mobile Marketing: Mobile marketing is popular for several reasons.
• There is a low barrier to entry.
c. Some common mobile marketing tools include:
• SMS (short message service): 160-character text messages sent to and from cell
phones. SMS is typically integrated with other tools.
• MMS (multimedia messaging service): Similar to SMS but allows the attachment
of images, videos, ringtones, and other multimedia to text messages.
d. Apps and Widgets: When an app is well branded and integrated into a
company’s overall marketing strategy, it can create buzz and generate customer
engagement. From a marketing perspective, widgets (also known as gadgets and
7. The Social Media Plan (LO 18-7, PPT Slide 49, DISC: Online/Computer)
a. The social media plan is linked to larger plans such as a promotional plan or