Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Chapter 4 Social Media: Living in the Connected World 93
Figure 4.4—Job
Titles in Social
a. As more and more businesses engage in social media
marketing, many people are now seeking careers in the
2. Types of jobs
a. Job titles vary from company to company, but here is a
sampling of the different types of positions in social media
marketing
i. Social media marketing manager (or digital
marketing manager)
ii. Social media strategist
3. Tips for landing a job in social media marketing
a. If you are just starting out from college, chances are you
may be looking for an entry-level job in social media
marketing
b. Here are some suggestions for beginning your career in
this field
4. Strategic implications of marketing in the 21st century
a. Companies are figuring out how to use this new mode of
communication—which creates a two-way conversation—
with potential and existing customers
b. Despite false starts and various pitfalls, marketers are
94 Part 2 Understanding Buyers and Markets
Assessment check questions
8.1. Why is it likely that more jobs in social media marketing will be
created in the near future? Businesses are increasingly engaging in
8.2. Why do experts recommend taking online courses that teach social
media marketing skills? Taking these courses demonstrates willingness
ANSWERS AND TEACHING NOTES TO CHAPTER EXERCISES
Chapter 4 Assurance of Learning Review
1. Briefly describe the marketing uses for each of the social media platforms and social media tools.
Answer: A social media platform is a type of software or technology that allows users to build, integrate,
or facilitate a community, interaction among users, and user-generated content.
• Social networking sites: These are websites (such as Facebook, Twitter, and LinkedIn) that
provide virtual communities for people to share daily activities, post opinions on various topics
(ranging from politics to recipes), increase their circle of online friends, and more.
• Bookmarking sites: Bookmarking platforms give people a place to save, organize, and manage
links to websites and other resources on the Internet.
A social media tool enables users to communicate with each other online.
• Media sharing: Services like YouTube and Flickr allow people to upload and share media such as
photos and video. Marketers realize that a viral video can translate to a jump in demand—and
sales—for their products.
• Blog and microblogging postings: Blogging allows people to communicate in greater detail than
microblogging does. Marketers use blog postings to educate consumers and business customers
about new products, to ask for feedback about particular goods and services, to notify the public
Chapter 4 Social Media: Living in the Connected World 95
about social responsibility initiatives, and to manage public relations crises.
• Apps: Short for application, an app is a paid or free software download that links users to a wide
range of goods and services, media and text content, social media platforms, search engines,
individual businesses or organizations—just about anything you can think of. Marketers know that
potential and existing customers use all kinds of apps, and they want to tap into the opportunities
created by this phenomenon.
2. What are the three essential features of social media marketing?
Answer: The three essential features of social media marketing:
• It creates a buzz.
3. For what purposes do not-for-profit organizations turn to social media marketing?
Answer: Not-for-profit organizations create social media marketing campaigns to expand their reach.
They use social media to market themselves to individuals as well as to other organizations. They also
turn to social media for the following purposes:
• To generate donations or other types of funding
4. Why is it important for the goals of a social media marketing campaign to be both clear and flexible?
96 Part 2 Understanding Buyers and Markets
Answer: A successful social media marketing campaign starts with clear goals. Once goals are
established, marketers are better able to develop strategies and choose the right platforms or outlets for
their messages. Clear goals also help everyone involved in the campaign to aim their efforts in the right
direction.
5. How do social media marketers arrive at a target audience?
Answer: The target audience of social media marketers depends on the goal of the marketing effort. If it’s
to create brand awareness, the audience will be broader than for strengthening relationships with existing
customers. Marketers narrow this target further by determining which social media will be best suited to
certain types of consumers. In order to pinpoint the audience for social media marketing, firms gather
information on the following:
• Demographics
6. Who might participate in the social media interaction on behalf of a company? What strengths could
each of these people contribute to the conversation?
Answer: Staff members, professional bloggers, celebrities, and other influencers (individuals with the
capability of affecting the opinions and actions of others) are some of the people who might participate in
the social media interaction on behalf of a company.
7. Why must SMM content focus on the audience rather than the organization?
8. What is the purpose of monitoring and measuring the SMM campaign?
Answer: The role of social media monitoring is to track, measure, and evaluate a firm’s social media
marketing initiatives. Various social media analytics tools help marketers track, measure, and interpret
data related to SMM initiatives. Monitoring and measuring help marketers understand what their
customers need and want, ultimately making adjustments to SMM or product offerings to satisfy those
9. What are the four main features of a well-written corporate social media policy? Why should
companies write such policies?
Answer: Well-written corporate social media policies:
• are consistent with a firm’s organizational culture and values.
• explain why employees should take certain steps or actions (or avoid them).
• are broad enough to cover the major points, but brief enough to fit onto two pages.
98 Part 2 Understanding Buyers and Markets
10. As you scan the list of types of positions in social media marketing, choose two for which you think
you would be best suited. Explain the reasons for your choice.
Answer: Student responses will vary. Some of them might say that they would want to be a “social media
marketing manager (or digital marketing manager)” because this would give them an opportunity to
Projects and Teamwork Exercises
1. Answer: Ask students to discuss the findings from their logs with the class. Which sites (Facebook,
Twitter, etc.) did they frequently use? Did they use these sites to check, follow, or share their thoughts?
Did they check out any of the ads posted on Facebook and try to find out more details about the products
2. Answer: Ask the students about the television commercial or print ad that they chose (upcoming
concert or theater production, hybrid vehicle, clothing retailer, new smartphone, or low-fat snacks). While
transforming this traditional marketing effort into social media marketing (SMM), did they remember that
3. Answer: Which brand did the students choose (Cinnamon Toast Crunch cereals, REI clothing, Bose
headphones, Sports Illustrated, or IHOP restaurants)? What item of content did they create (blog or
forum, a digital slide show, short video, or an online contest)? While choosing the social media platform
Chapter 4 Social Media: Living in the Connected World 99
Topic: A-head: What Is Social Media?
4. Answer: Ask the students to discuss the social media marketing crisis they researched (for example, a
Chicago business owner and British Airways). Ask them to outline the situation. How did the company
handle it? Was the response effective? Finally, ask them to come up with their own suggestions.
5. Answer: Ask the students to disclose which social media marketing position are they interested in
(social media marketing manager, social media strategists, etc.). Which job site did they visit
(CareerBuilder, Indeed, LinkedIn, etc.)? Did they find any relevant SMM postings? Did they have the
necessary qualities to meet the requirements of the positions? What areas do they need to work on in
order to meet the eligibility criteria?
Point Value: 1
BUSPROG: Reflective Thinking
Critical-Thinking Exercises
1. Choose one of the following and describe how you think social media marketing could help strengthen
its brand:
a. J.Crew
b. Canon copiers
c. Great Wolf Lodge resorts
d. Nivea for Men skin care
e. Rock band Thirty Seconds to Mars
Answer: Student responses will vary. If they choose Nivea for Men skin care, for example, they may say
that consumers could post comments about the product on various social media sites in order to
recommend the brand.
2. Log onto the Facebook, Tumblr, or Pinterest page of a company that you like or follow. What are
people saying about the company, its goods and services, problems they’d like solved, or new products
they’d like to see? How do they describe their experiences and their general views as consumers?
100 Part 2 Understanding Buyers and Markets
Answer: Student responses will vary. They will have to choose a company and discuss the people’s
opinion on the company’s goods and services, problems they’d like solved etc. Did the consumers use
3. When designing a social media marketing plan, marketers must be sure to select and use channels as
they were intended—or risk difficulties. For each of the following, state your choice of channel type
(social-networking site, microblog, bookmarking site, and so forth) and explain why.
a. Discussion of product attributes
b. Opinion survey
c. Exchange of ideas for saving energy
d. Personal stories
e. Video contest featuring pets
Answer: Student responses will vary. They may say that blogs are best suited for discussion of product
attributes and opinion surveys because blogs will allow them to present detailed opinions.
4. Do you agree that companies should have formal, written policies regarding the use of social media by
employees in the workplace? Why or why not?
Answer: Student responses will vary. Majority of them may agree that companies should have formal,
written policies regarding the use of social media by employees in the workplace because these policies
5. How do you view the future of social media—and social media marketing? Write a description citing
three or four trends or developments you think may evolve over the next decade.
Answer: Student responses will vary. Most of them may say that social media and social media
marketing will continue growing. Most of the social media marketers will have to find a solution for privacy
issues.
Chapter 4 Social Media: Living in the Connected World 101
Ethics Exercise
The Ethics Resource Center recently conducted a study to explore the relationship between workplace
ethics and social media. The report noted that active social networkers find themselves at higher risk for
observing misconduct on the job. According to the findings:
• 72 percent of social networkers observed misconduct by others in the workplace during the
previous 12 months (compared with 54 percent of other workers);
• 56 percent of social networkers experienced retaliation after reporting an incident (compared with
18 percent of other workers);
• 42 percent of social networkers felt pressure to compromise their own standards (compared with
11 percent of other workers).
Consider these findings in light of your own experiences in the workplace or college setting.
1. Do these findings surprise you? Why or why not? How might you apply what you have learned about
social media and social media marketing from this chapter to your own workplace ethics?
Answer: Student opinions will vary. Their answers should touch upon workplace ethics, features of a well-
written social media policy and the honesty, privacy, and accountability issues associated with social
media and social media marketing.
2. Using concepts from this chapter outline the major points of a social media policy for your college or
employer.
Answer: Student opinions will vary. Their answers should be based on the four features of a well-written
Internet Exercises
1. Visit the app store. Using your computer or smartphone, visit an app store (Apple, Google, Amazon,
Samsung, or the like) and browse through the various apps available. Which appeal to you and which do
not? Why? Write a thumbnail review for four apps (two positive and two negative), explaining your
viewpoint as a consumer.
102 Part 2 Understanding Buyers and Markets
Answer: Student responses will vary. Ask them to state the reasons as to why they found some apps
2. Emphasize the local. Some large companies are refocusing part of their social media marketing goals
and strategies to target local communities and customers. Log on to the website of one of the following
firms (or choose your own) to learn more about how the company is using social media marketing to
connect with local consumers:
a. Walmart
b. Burger King
c. Starwood Hotels
d. Cinemark Theaters
Answer: Student answers will vary. The students are expected to visit the website of the company they
choose and note down the relevant information.
3. Familiarize yourself with a new social media platform or tool. You are probably already a social
media user—now it’s time to learn about a social media platform or tool with which you are not yet
familiar. Choose a social media platform in which you are not a member, or a social media tool that you
have not yet used. Learn as much as you can about your selection from its home page, online reviews,
and news articles. Create a presentation outlining the features, benefits, and drawbacks of your choice—
including your own view about its effectiveness as a vehicle for social media marketing.
Answer: Students will have to perform this as an activity.
Point Value: 1
Case 4.1 Kellogg’s Approach to Social Media—Questions for Critical Thinking
1. In what additional ways can Kellogg’s capitalize on the popularity of social media to market its
products?
Answer: Student answers may vary. Some of them may agree that online marketing will save the
company money without hurting its brands in the marketplace. This is because its products and brands
are already established and well known. Connecting with potential customers via social media may also
2. What changes do you think Kellogg’s could profitably make in its current social media strategy?
Answer: Student answers may vary. As Kellogg’s gets more social media exposure for the brands it has
chose to market via social media, the company might broaden the scope of its social media plan to
Video Case 4.2 Zappos Connects with Customers —Questions for Critical Thinking
1. In your view, does Zappos use social media effectively to strengthen its brand? Why or why not?
Answer: Those who say yes may cite the fact that social media is an integral part of the company’s
culture and values, and thus also an integral part of the brand; Facebook and Twitter get people talking
2. Zappos does not have a formal policy about social networking in the workplace. What are the benefits
of this decision? What might be the drawbacks?
Answer: Lack of a formal policy gives employees greater empowerment and freedom to communicate
any messages they feel are important or relevant about Zappos, its products, and its services. It also
COLLABORATIVE LEARNING EXERCISES
Online Shopping
Purpose:
To help students understand the thought process behind online shopping
104 Part 2 Understanding Buyers and Markets
Background:
Not all but many customers have taken the route of online shopping. This discussion-based
exercise is designed to explore the consumer thought process while shopping online.
Relationship to Text:
Consumer Behavior
Think Before Posting—or Deleting
Purpose:
To help students understand why they should think before carrying out an online activity
Background:
Social networking sites give their members the opportunity to post and delete comments. This
discussion-based exercise is designed to explore the importance of weighing the pros and cons
before posting or deleting anything online.
Ethics
Chapter 4 Social Media: Living in the Connected World 105
Purpose:
To highlight the ethical dilemma that many websites face in various countries
Background:
Many counties have blocked some of the well-known sites in their countries. This exercise is
designed to involve the students in a discussion on the implications of such moves.
None needed
Exercise:
Discussion Questions:
• Ask your class to research on the countries that have banned some of the popular
websites.
• What reasons do they site for such bans?
Questions for Reflection:
• What can social media marketers do to overcome this obstacle?
