Chapter 4 Social Media: Living in the Connected World 79

Contemporary Marketing 17th Edition by Boone

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CHAPTER 4
SOCIAL MEDIA: LIVING IN THE CONNECTED WORLD

CHAPTER OVERVIEW

This chapter explores the ways that organizations use social media to market their goods and services.
Once the domain of a few adventurous start-ups, now even the largest and most venerable firms have
established a marketing presence in social media.

This chapter begins with an overview of the different types of social media, ranging from blogs to social
networking sites, and examines how they work. It looks at how consumers use social media—and why.
Then it turns to the marketer’s point of view: social media marketing. It outlines the elements of a formal
social media marketing plan as well as the goals and strategies for using social media successfully in
marketing in order to connect with customers— including identifying target audiences and the rules of
engagement. It discusses the implementation of the plan, along with social media monitoring, measuring,
and managing. Next the chapter addresses the legal and ethical issues surrounding the use of social
media, which seem to be growing as rapidly as the technology itself. Finally, it takes a look at marketing
careers in social media. It concludes that social media represents not only a marketing phenomenon, but
a marketing era all its own.

Changes in the 17th Edition

The chapter has been updated and revised in several ways.

• The Opening Vignette and Evolution of a Brand highlights LinkedIn, which ten years ago was
no more than an online résumé-hosting site that struggled to amass its first million users. Today,
LinkedIn’s popularity as a professional networking and information-sharing resource is soaring—
both online and on mobile devices. The company now boasts more than 300 million members and
roughly $500 million a year in revenue from advertising and recruitment applications. LinkedIn’s
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service or otherwise on a password-protected website for classroom use.
80 Part 2 Understanding Buyers and Markets

goal? To become “the definitive professional publishing platform,” by offering users more and
more original content via posts from “top influencers” and other users.

• Solving an Ethical Controversy feature discusses Barnes & Noble’s recent security breach
when hackers broke into store keypads where customers swipe their credit and debit cards and
enter personal ID numbers, or PINs. The important question “Should Barnes & Noble be
responsible for keeping consumer data secure?” More is discussed in “Barnes & Noble Security
Breach: Who’s to Blame?”

• Marketing Success talks about how Weight Watchers has used social media to connect with
members and followers through its website, Facebook, Twitter, online community groups, blogs,
and mobile apps. Celebrities such as Oscar-winning spokesperson Jennifer Hudson, entertainer
Jessica Simpson, and former NBA star Charles Barkley have embraced Weight Watchers
approach to losing weight and have connected with members and other consumers in various
marketing plans and activities.

• Career Readiness offers some suggestions on how to use social media to look like a rock star in
the job market. More in “Job Hunting via Social Media.”

• Chapter Case 4.1 “Kellogg’s Approach to Social Media” profiles how Kellogg’s is using social
media to attract and retain customers. Rather than jumping into social media channels for all of its
products, the company is focusing its social media efforts on several of its blockbuster products,
such as Pop-Tarts, Frosted Flakes, and Nutri-Grain. Its Pop-Tarts’ Facebook page boasts more
than 5 million fans. Kellogg’s is also expanding its use of digital media, collected through
retailers’ shopper loyalty cards to track what its competitors are doing and refining its own
marketing messages.

• Collaborative Learning Exercises are provided in several areas related to social media—
consumer behavior, rules of engagement for social media, and ethical and legal issues
encountered by marketers in social media marketing

• Video Case 4.2 provides an overview of how Zappos uses social media to build and maintain
customer relationships.

LECTURE OUTLINE

The Opening Vignette and Evolution of a Brand—LinkedIn Lifts Off illustrates how the online
social media site has gone from an online résumé-hosting site to an online provider of original
content and resource for professionals seeking new job opportunities and employers looking for
top talent. What are some advantages to becoming a LinkedIn member? What are some of the
disadvantages?
Chapter Objective 1: Explain social media and the differences between social media
platforms and social media tools.
Key Terms: social media, social media platform, social media tool, social networking site,
bookmarking site, social news site, online forum, blogging site, microblog, app, QR code, social
media marketing (SMM)
PowerPoint Basic: 5-10
PowerPoint Expanded: 5-14
1. What is social media
a. Social media is defined collectively as the different forms
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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 81

of electronic communication through which users can

create online communities to exchange information, ideas,
messages, and other content such as videos or music
b. There are several basic forms of social media; these may
be divided into two main categories
i. Social media platform: It is a type of software or
technology that allows users to build, integrate, or
facilitate a community, interaction among users,
and user-generated content
ii. Social media tool: It enables users to communicate
with each other online
2. Social Media Platforms
a. Social media platforms act as a home base for an online
community
b. To access the conversations held there, users must
become members
c. Usually, this is a matter of typing in a valid email address
and creating a password, followed by providing some kind
of profile
d. But some social media platforms require an invitation or
sponsor who is already a member
3. Social-networking sites
a. Social-networking sites are websites that provide virtual
communities for people to share daily activities, post
opinions on various topics, increase their circle of online
friends, and more
b. Before launching a social media campaign, marketers may
make a list of keywords that relate to the promotion, then
use those keywords throughout the campaign—so network
users land in the right place on the platform
c. When they join, members of social networking sites
typically create an online profile of biographical data
i. They invite friends or colleagues to join their social
network, then communicate in a variety of ways
ii. They can share their likes and dislikes about goods
and services as well as links to favorite e-
commerce sites
iii. It is easy to see how quickly information can be
disseminated this way—and the potential for
marketers
4. Bookmarking sites
a. Bookmarking platform gives people a place to save,
organize, and manage links to websites and other
resources on the Internet
5. Social news site
a. People post news items or links to outside articles on a
social news site, then vote on which postings get the most
prominent display—and viewed by the most readers
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service or otherwise on a password-protected website for classroom use.
82 Part 2 Understanding Buyers and Markets

b. Because viewers vote using whatever criteria they want, it

would be tricky for a marketer to predict whether a
message will get any attention
6. Blogging sites and forums
a. Members hold conversations by posting messages on
online forums
i. Some people form special groups on social
networking sites in order to create forums on
everything from political causes to recipe
exchanges
b. Blog postings and comments are attached to blogging
sites and typically focus on specific topics
7. Microblogs
a. Through microblogs, subscribers get a steady stream of
brief updates from anyone ranging from a high-school
friend to a celebrity
b. Marketers must understand the similarities and differences
that influence strategies for both domestic and global
marketing
8. Social media tools
a. Social media tools make the conversation happen
b. Blogs, comments, tags, photo and video shares, apps and
other technology items make up the social media toolkit
9. Media sharing
a. Services like YouTube and Flickr allow people to upload
and share media such as photos and video
b. Most also let people create a profile or comment on a
posting
c. Marketers realize that a viral video can translate to a jump
in demand—and sales—for their products
10. Blog and microblog postings
a. Blogging allows people to communicate in greater detail
than microblogging does
b. Marketers use blog postings to
i. Educate consumers and business customers about
new products
ii. Ask for feedback about particular goods and
services
iii. Notify the public about social responsibility
initiatives
iv. Manage public relations crises
c. Many companies designate certain staff members as
bloggers, while others hire professional bloggers either in-
house or on a consulting basis
d. Microblogging offers short bursts of news
11. Apps
a. Short for application, an app is a paid or free software
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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 83

download that links users to a wide range of goods and

services, media and text content, etc.
b. Marketers know that potential and existing customers use
all kinds of apps, and they want to tap into the
opportunities created by this phenomenon
Table 4.1—Popular
c. Because there are so many apps, for so many platforms
Mobile Apps for
and devices, marketers must find ways to identify the apps
Social Media
that will support the goals of their social media marketing
Marketers
efforts
12. QR codes
a. Short for “quick response,” QR codes are two-dimensional
bar codes that can be read by some mobile phones with
cameras
b. The codes look like small black-and-white squares with
patterns and appear in various ads
c. Once a mobile phone snaps a picture and “reads” the
code, the information contained in the code is shared with
the user—it might lead to a video, give details about a
product, or offer a coupon
13. Why should marketers turn to social media?
a. Despite its relatively brief existence, social media has
quickly grown to be an important tool for marketers to
i. Build relationships with customers
ii. Strengthen brands
iii. Launch new products
iv. Enter new markets
v. Boost sales
b. Studies show that consumers are connecting with
retailers, restaurants, travel and entertainment firms,
financial companies, and other businesses via social
media
c. But, every effort at social media is not successful
d. Effective social media marketing (SMM) uses social media
portals to create a positive influence on consumers or
businesses customers toward an organization’s brands,
goods, and services, public images, or websites
i. Marketers generally view the goal of social media
marketing as developing a conversation with
potential customers—resulting in a purchase,
subscription to an email newsletter, and so forth
ii. If the online conversation is successful, it will go
viral—sparking others to join in
e. Not-for-profit organizations also create social media
marketing campaigns to expand their reach
f. Social media marketing contains three essential features
i. It creates a buzz
ii. It creates ways for customers or fans to engage in
conversations with each other and the organization
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service or otherwise on a password-protected website for classroom use.
84 Part 2 Understanding Buyers and Markets

iii. It allows customers to promote the firm’s messages

themselves

Assessment check questions

1.1 What are social-networking sites? Social-networking sites are the

websites that provide virtual communities for people to share daily
activities, post opinions on various topics, and increase their circle of
friends.

1.2. Define social media marketing. SMM uses the social media portals to
create a positive influence on consumers or business customers toward
an organization’s brand, products, public image, or website.

Chapter Objective 2: Describe the ways in which consumers and businesses use social
media for their buying decisions.
Key Terms: None
PowerPoint Basic: 11-13
PowerPoint Expanded: 15-23
1. How consumers and businesses use social media
Figure 4.1—Top Ten a. For businesses to be successful at using social media to
Social-Networking reach their customers, they need to understand how
Websites and consumers—and other businesses—use social media to
Forums by U.S. decide whether to buy certain goods and services
Market Share 2. Consumer behavior
(Visits)
a. Studies show an overall link between social media and
trends in consumer behavior
b. According to one recent report conducted by comScore
and Group M Search, roughly half of online consumers
use a combination of search engines and social media to
make purchase decisions
c. Shoppers who start with search engines do so because
these provide the greatest amount of information about
products and companies
Figure 4.2—Top i. Search engines also help with comparison
Five Search Engines shopping, particularly when it comes to price
d. Consumers rely on the communities created by social
media for their buying decisions in the following ways
i. To learn about new goods and services
ii. To conduct research and share information
iii. To make final purchase decisions
e. Some experts contend that social media can shift the way
consumers behave within entire industries
3. Business behavior
a. Like consumers, businesses also use social media to build
relationships, including partnerships with other companies
b. More than 93 percent of business-to-business (B2B) firms
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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 85

surveyed now use social media to market their businesses

c. B2B marketers report that they are achieving significant
results with social media efforts
d. Some B2B firms have turned the field of social media
marketing into a business enterprise of its own, helping
companies leverage social media to their competitive
advantage
4. Not-for-Profit Organizations
a. Not-for-profit organizations use social media to market
themselves to individuals as well as to other organizations
b. They use social media to connect with the general public,
the business community, and each other
c. Some not-for-profits turn to social media for the following
purposes
i. To generate donations or other types of funding
ii. To spur action such as signing an online petition or
emailing government officials or legislators
iii. To promote an event for fundraising or educational
purposes
iv. To educate the public about a situation or cause
v. To encourage and showcase partnerships with
other organizations
vi. Russian and many eastern European currencies
are considered soft currencies that cannot be
readily converted into such hard currencies as the
dollar, euro, or Japanese yen

Assessment check questions

2.1. Why do online shoppers often begin with search engines? Search
engines provide the greatest amount of information about products and
companies.

2.2. Why might B2B firms have a difficult time developing a loyal fan base
via social media marketing? The nature of the relationships between B2B
marketers and their customers is different from that of marketers and
consumers. Each business must benefit a firm’s overall strategy instead
of the needs or wants of an individual, and once a relationship between
firms is established, it can be more difficult to alter.

Chapter Objective 3: Outline the four key elements of a written social media marketing
plan.
Key Terms: social media marketing (SMM) plan
PowerPoint Basic: 14
PowerPoint Expanded: 24-27
1. Creating a Social Media Marketing Plan
a. Effective social media marketing requires setting goals
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service or otherwise on a password-protected website for classroom use.
86 Part 2 Understanding Buyers and Markets

and developing strategies to reach a target audience

b. The social media marketing (SMM) plan
i. Identifies and describes all three of these variables
ii. The tactics required to implement the plan
iii. The budget and expected returns
iv. The methods for monitoring and measuring the
campaign’s effectiveness
c. The formal plan is important because it documents in
writing the firm’s goals and strategies for the SMM
initiative, its budget and expected returns, as well as the
company’s chosen methods for monitoring, measuring,
and managing the effort
d. A well-written plan contains clear, concise prose that
covers the salient points and answers anticipated
questions
e. Most SMM plans contain the following information:
i. An executive summary
ii. A brief overview
iii. Analysis of the competition
iv. The body of the plan

Assessment check questions

3.1. What function does the SMM plan serve? The SMM plan documents
in writing the goals, strategies, target audience, budget, tactics for
implementation, and methods for monitoring and managing the
campaign’s effectiveness.

3.2. What are the main characteristics of an effective executive

summary? An effective executive summary explains the who, what,
when, where, how, and why of the plan and provides compelling reasons
why the plan should be adopted.

Chapter Objective 4: Discuss the importance of setting goals and developing strategies,
including targeting an audience, for a social media marketing initiative.
Key Terms: influencers
PowerPoint Basic: 15
PowerPoint Expanded: 28-35
1. Goals and strategies of a social media marketing plan
a. Before embarking on a social media marketing campaign,
it’s important for social media marketers to understand two
major distinctions between traditional marketing and SMM
i. Traditional marketing seeks to control the content
and message received by an audience; but SMM
actively solicits the audience’s participation in the
message

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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 87

ii. Successful SMM efforts require the audience’s

trust
b. The process of developing a social media marketing
campaign consists of the following phases:
i. Set goals
ii. Target the audience
iii. Develop strategies
iv. Produce content
v. Implement the plan
vi. Monitor
vii. Measure
Figure 4.3—Cycle of
Social Media c. Marketers must keep in mind the importance of listening
Marketing Ask throughout all phases of the campaign
students if they have d. Smart marketers use social media to listen to what is
had experiences of being said about their own company and its products,
social media competitors, consumer likes and dislikes, consumer wish
marketing. What lists or problems they would like solved, even the overall
was the effect of the hopes and fears of the general public
campaign? e. Marketers may use social media to tap conversations with
or about their intended audience
f. Social media is also helpful for connecting with
influencers—individuals with the capability of affecting the
opinions and actions of others
2. Setting goals
a. A successful social media marketing campaign starts with
clear goals
b. Once goals are established, marketers are better able to
develop strategies and choose the right platforms or
outlets for their messages
c. Clear goals help everyone involved in the campaign to aim
their efforts in the right direction
d. Goals should be flexible
i. Conditions in the marketing environment may
change, and marketers should be able to adapt
their goals without scrapping an entire plan
3. Targeting the audience
a. Social media efforts customize marketers’ approach to
targeted audiences more than many types of traditional
marketing because they are interactive
b. Social media marketers arrive at a target audience based
on the goal of the marketing effort
c. In order to pinpoint the audience for social media
marketing, firms gather information on the following
i. Demographics
ii. What the group (or organization) needs or wants
iii. Which of the firm’s products and social media will
meet the needs and wants of particular groups of
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service or otherwise on a password-protected website for classroom use.
88 Part 2 Understanding Buyers and Markets

people
4. Developing strategies and choosing tactics
a. Every strategy in an effective social media marketing
campaign traces back to the campaign’s goals—and
ultimately links to a firm’s overall strategic goals
b. Once marketers answer the question of who they are
trying to reach by targeting their audience, they ask a
second vital question: “How do we engage the audience in
a conversation?”
c. Then they develop strategies for developing and delivering
the content that will drive the interaction
d. They decide
i. Which social media platforms to use, and how to
combine them to reach and engage with the
audience
ii. Which social media tools should deliver the
campaign’s content, and how best to link them with
the selected social media platforms
iii. Who will participate in the conversation on behalf
of the company?
iv. How to make it easy for potential customers to
locate and participate in the conversation?
e. Once strategic decisions are made, marketers zoom in on
specific tactics such as recruiting specific influencers,
setting up a photo or naming contest, and the like

Assessment check questions

4.1. Identify the two main distinctions between traditional marketing and a
Marketing SMM campaign. While traditional marketing seeks to control the content
Success—Weight and message received by an audience, SMM activity solicits the
Watchers Gets audience’s participation in the message. Successful SMM efforts required
Social the audience’s trust, whereas traditional marketing may or may not.

4.2. In order to target an audience, what three types of information do

marketers gather? Marketers collect information on demographics, what
the group needs or wants, and which of the firm’s products and social
media will meet those needs.

4.3. What vital question do marketers ask when developing strategies for
an SMM plan? Marketers ask: “How do we engage the audience in a
conversation?”

Chapter Objective 5: Identify the seven qualities of effective social media content and the
rules of engagement with social media.
Key Terms: content marketing
PowerPoint Basic: 16

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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 89

PowerPoint Expanded: 36-41

1. Producing content and implementing the plan
a. Marketers create content and implement the SMM plan
with the firm’s goals and strategies in mind
b. In order for SMM to succeed, the content of its messages
must engage the target audience in the conversation
c. Content marketing involves creating and distributing
relevant and targeted material to attract and engage an
audience, with the goal of driving them to a desired action
d. Content for an effective SMM campaign has the following
qualities:
i. A strong brand focus
ii. A focus on the audience rather than the
organization
iii. Targeted keywords
iv. Relevant information
v. Shareworthy text and images
vi. Invitations to generate content via posts, shares,
discussions, reviews, or other forms of dialogue
with the organization as well as with fellow
customers
vii. Promotions that offer discounts, gifts, or other
special deals in exchange for participation
2. Implementing the plan
a. The social media marketing plan requires a timeline for
implementation
b. Marketers may decide to create separate schedules for
the rollout onto each social media platform
c. The SMM plan builds in a specified time period for
engaging with the public, offering special promotions, and
the like
d. The timeline includes managing, monitoring, and
measuring the success of the effort
e. As the marketing effort is launched, someone representing
the firm must stand watch to respond to customers who
comment on blog posts, review products, ask questions,
post videos and photos, or enter contests
f. Experts recommend that marketers refrain from
scheduling content more than a week away because
information can change, consumer responses may shift,
and events might occur that would change the content
3. Rules of engagement for social media
a. Marketers who use social media to reach their targeted
audience are entering into conversations with customers—
and must respect the conventions of personal interaction if
they want to build successful relationships
b. The rules of engagement for social media are meant to

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service or otherwise on a password-protected website for classroom use.
90 Part 2 Understanding Buyers and Markets

make the exchange a positive one for all parties

i. Follow rules and guidelines
ii. Use social media channels as they were intended
iii. Think before posting—or deleting

Assessment check questions

5.1. What is content marketing? Content marketing involves creating and

distributing relevant and targeted material to attract and engage an
audience, with the goal of driving them to a desired action.

5.2. What is the one major drawback to social media as it pertains to

scheduling? Because social media operates around the clock, marketers
rarely have down time.

5.3. What is the function of rules of engagement in social media

marketing? The rules of engagement for social media are meant to make
the exchange between marketers and their target audience a positive
one.

Chapter Objective 6: Describe the different means of monitoring, measuring, and

managing the social media market campaign.
Key Terms: social media monitoring, social media analytics, return on investment (ROI)
PowerPoint Basic: 17-19
PowerPoint Expanded: 42-48
1. Monitoring, measuring, and managing the SMM campaign
a. The role of social media monitoring is to track, measure,
and evaluate a firm’s social media marketing initiatives
2. Monitoring and measuring
a. One of the greatest challenges faced by social media
marketers is monitoring the progress of an SMM effort,
partly because its reach can stretch far beyond the
capabilities of the company
Table 4.2—Social b. But various social media analytics tools help marketers
Media Monitoring track, measure, and interpret data related to SMM
and Analytics Tools initiatives
c. Monitoring and measuring help marketers understand
what their customers need and want, ultimately making
adjustments to SMM or product offerings to satisfy those
customers
d. Marketers select monitoring tools based on the needs of
their own firms
e. Firms also calculate the return on investment (ROI) of their
social media marketing initiatives, using:
i. Reach: The percentage of people in a target
market who are exposed to the marketing effort at
least once
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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 91

ii. Frequency: The number of times an individual is

exposed to the marketing material during the
campaign
f. Expenses are weighed against savings
g. Effective monitoring gives marketers a clearer picture of
an organization’s influence via social media
h. Measuring the success of a social media marketing plan
includes such factors as
i. Share of voice
ii. Awareness of the company or brand
iii. Level of engagement by the targeted audience
iv. Influence created
v. Popularity among target audience members
i. Every marketer aims for success—but not every campaign
meets the goals laid out by a firm
3. Managing
a. Managing a social media marketing campaign—or a
company’s overall social media efforts—requires skill,
expertise, and understanding of the company’s brand, its
competitors, and the social media environment
b. This means maintaining a grasp on the success or failure
of previous strategies, knowledge of the benefits and
drawbacks of the different social media platforms and
tools, and an ability to interpret data without losing sight of
the overall goal
c. It also means being flexible enough to change tactics
when necessary to avert or minimize a crisis
d. The effects of social media exposure can also turn against
a company quickly

Assessment check questions

6.1. What is the function of social media monitoring? The role of social
media monitoring is to track, measure, and evaluate a firm’s social media
marketing initiatives.

6.2. Identify the two vital approaches for a firm as it manages a potential
social media crisis. Timeliness and transparency are vital approaches for
a firm involved in managing a potential social media crisis.

Chapter Objective 7: Discuss ethical and legal issues encountered by marketers in social
media marketing.
Key Terms: None
PowerPoint Basic: 20-22
PowerPoint Expanded: 49-52
1. Ethical and legal issues

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service or otherwise on a password-protected website for classroom use.
92 Part 2 Understanding Buyers and Markets

a. Social media marketers face ethical and legal issues, such

as privacy and accountability, as part of their job
b. As rapidly as the various social media evolve and expand,
so new ethical situations will appear
c. Firms will have to stay apprised of new threats as well as
the solutions to problems
d. Many companies are now drafting written policies for the
use of social media, by individuals in the workplace as well
as by groups such as the marketing department for
company purposes
e. Well-written social media policies are:
i. Consistent with a firm’s organizational culture and
values
ii. Explain why employees should take certain steps
or actions (or avoid them)
iii. Broad enough to cover the major points, but brief
enough to fit onto two pages
iv. Linked to other relevant company policies and
guidelines
2. Be honest
a. Social media messages travel at lightning speed around
the world; potentially millions of people may view a
message in a matter of seconds or minutes
b. This means that postings, ads, comments, and even
images come under intense scrutiny—and must be
checked for accuracy, fair and realistic claims or promises,
balance and objectivity, and potential for misinterpretation
3. Respect privacy
a. Although marketers try to gather as much information as
possible about a targeted audience, they must not
distribute any personal information without consent
b. Because social media is interactive by its nature,
marketers must be vigilant about confidentiality and not
letting personal information or other data accidentally slip
into unauthorized hands
Solving an Ethical c. In the quickly changing social media world, organizations
Controversy— need to be nimble when dealing with security measures
Barnes & Noble that affect them and their customers
Security Breach: 4. Be accountable
Who’s to Blame?
a. When mistakes happen, smart social media marketers
take action to solve the problem or resolve the issue
i. They acknowledge the problem and take
responsibility for it
ii. They communicate with the right people, via the
most relevant channel(s), and promise to take
steps necessary to correct the situation
iii. They implement the agreed-upon changes or make
other concessions, and evaluate ways to avoid
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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 93

similar problems in the future

Assessment check questions

7.1. How does the interactivity of social media cause potential privacy
issues? Marketers are collecting personal data about users that could
possibly slip into unauthorized hands.

7.2. Identify the three positive steps that firms take when they make a
mistake related to social media marketing. Marketers acknowledge the
problem and take responsibility for it; communicate with the right people
via relevant channels; and implement agreed-upon changes.

Chapter Objective 8: Identify the different types of positions in social media marketing,
and outline tips for landing an entry-level job.
Key Terms: None
PowerPoint Basic: 23-25
PowerPoint Expanded: 53-56
1. Careers in social media marketing
Figure 4.4—Job a. As more and more businesses engage in social media
Titles in Social marketing, many people are now seeking careers in the
Media Marketing field—either with companies looking to boost their social
media presence or with firms that specialize in assisting
these companies with their marketing efforts
b. Even if you aren’t looking for a position specifically in
Career Readiness—
social media marketing, it’s likely that you will undertake at
Job Hunting via
least some portion of your job hunt through social media
Social Media
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
iii. Brand manager
iv. Online community manager
v. Influencer relations
vi. Social media specialist
vii. Social media analytics
viii. Social media design
ix. Social media developer
x. Content programmer
xi. Blogger or copywriter
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
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service or otherwise on a password-protected website for classroom use.
94 Part 2 Understanding Buyers and Markets

marketing
b. Here are some suggestions for beginning your career in
this field
i. Land an internship
ii. Take online courses that teach social media
marketing skills
iii. Highlight your own online social profile
iv. Point out your personality
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
learning fast the benefits of using social media to reach
their targeted audiences
c. On the downside, sometimes social media marketing
campaigns don’t work the way marketers intended, and
they must adapt accordingly by making changes or
dropping the initiative all together
d. The various social media platforms, tools, and services
continue to expand at a rapid rate, opening up
opportunities for firms to adopt social media for their
competitive advantage and for people looking to build
careers in social media marketing
e. Marketers will be on constant watch for new developments
and ways they can harness the power of social media to
reach and engage their customers

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
social media marketing, potentially creating more jobs in this field in the
coming years.

8.2. Why do experts recommend taking online courses that teach social
media marketing skills? Taking these courses demonstrates willingness
and the ability to learn prior to landing the job, and teaches skills that may
not be taught in a traditional college curriculum.

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.

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Chapter 4 Social Media: Living in the Connected World 95

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.
• Social news sites: People post news items or links to outside articles on a social news site, then
vote on which postings get the most prominent display—and viewed by the most readers.
• Blogging sites and forums: Members hold conversations by posting messages on online forums.
Blog postings and comments are attached to blogging sites and typically focus on specific
topics—such as favorite travel destinations, support for military veterans, or parenting
experiences.
• Microblogs: Through microblogs, subscribers get a steady stream of brief updates from anyone
ranging from a high-school friend to a celebrity.
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
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.
• QR codes: Short for “quick response,” QR codes are two-dimensional bar codes that can be read
by some mobile phones with cameras. Once a mobile phone snaps a picture and “reads” the
code, the information contained in the code is shared with the user—it might lead to a video, give
details about a product, or offer a coupon.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Knowledge
Difficulty: Easy

2. What are the three essential features of social media marketing?

Answer: The three essential features of social media marketing:

• It creates a buzz.
• It creates ways for customers or fans to engage in conversations with each other and the
organization.
• It allows customers to promote the firm’s messages themselves.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
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service or otherwise on a password-protected website for classroom use.
96 Part 2 Understanding Buyers and Markets

Bloom’s: Knowledge
Difficulty: Easy

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
• To spur action such as signing online petition or emailing government officials or legislators
• To promote an event for fundraising or educational purposes
• To educate the public about a situation or cause
• To encourage and showcase partnerships with other organizations
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-2
Topic: A-head: How Consumers and Businesses Use Social Media
Bloom’s: Knowledge
Difficulty: Easy

4. Why is it important for the goals of a social media marketing campaign to be both clear and flexible?

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.
Goals should also be flexible. Conditions in the marketing environment may change, and marketers
should be able to adapt their goals without scrapping an entire plan. Upon measuring the results of a
campaign, marketers may determine that a change is necessary. A social media effort might be so
successful that a firm wants to expand its goals. Unexpected customers may appear, in which case
marketers could tweak the message or add another type of social media to the mix in order to serve
them.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-4
Topic: A-head: Goals and Strategies of a Social Media Marketing Plan
Bloom’s: Comprehension
Difficulty: Moderate

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
• What the group (or organization) needs or wants
• Which of the firm’s products and social media will meet the needs and wants of particular groups
of people
Developing the best strategies for social media marketing requires thoroughly understanding the target
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Chapter 4 Social Media: Living in the Connected World 97

audience in order to influence their behavior as a result of interaction.

Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-4
Topic: A-head: Goals and Strategies of a Social Media Marketing Plan
Bloom’s: Comprehension
Difficulty: Moderate

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.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-4
Topic: A-head: Goals and Strategies of a Social Media Marketing Plan
Bloom’s: Knowledge
Difficulty: Easy

7. Why must SMM content focus on the audience rather than the organization?

Answer: SMM content is a two-way street. In order for SMM to succeed, the content of its messages
must engage the target audience in the conversation.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-5
Topic: A-head: Producing Content and Implementing the Plan
Bloom’s: Comprehension
Difficulty: Moderate

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
customers. Marketers select monitoring tools based on the needs of their own firms. Firms also calculate
the return on investment (ROI) of their social media marketing initiatives, using reach (the percentage of
people in a target market who are exposed to the marketing effort at least once) and frequency (the
number of times an individual is exposed to the marketing material during the campaign) as variables.
Effective monitoring gives marketers a clearer picture of an organization’s influence via social media.
Measuring the success of a social media marketing plan includes such factors as share of voice (number
of conversations about the company versus competitors and overall market); awareness of the company
or brand, level of engagement by the targeted audience, influence created, and popularity among target
audience members.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
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service or otherwise on a password-protected website for classroom use.
98 Part 2 Understanding Buyers and Markets

Learning Objective: 4-6

Topic: A-head: Monitoring, Measuring, and Managing the SMM Campaign
Bloom’s: Comprehension
Difficulty: Moderate

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.
• are linked to other relevant company policies and guidelines.
Recent studies have begun to examine correlations between social media use (particularly during the
work day) and ethical behavior. This has led companies to begin instituting formal policies about social
networking in the workplace.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-7
Topic: A-head: Ethical and Legal Issues
Bloom’s: Comprehension
Difficulty: Moderate

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
oversee all of the company’s social media functions, ranging from a blogging copywriter to a social media
strategist. This will give them a sense of responsibility and respect.
Point Value: 1
BUSPROG: Analytic
DISC: Strategy
Learning Objective: 4-8
Topic: A-head: Careers in Social Media Marketing
Bloom’s: Comprehension
Difficulty: Moderate

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
and services advertised? Who influences them the most during their online interaction with SMM?
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Customer
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Moderate

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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 99

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
social media marketing is a two-way street? How did they choose their targeted audience and how did
they tweak the SMM effort according to them?
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Promotion
Learning Objective: 4-5
Topic: A-head: Producing Content and Implementing the Plan
Bloom’s: Application
Difficulty: Challenging

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
did they consider the compatibility of the platform with that of their chosen brand? How did they target
their audience? What did they do to make their platform interactive?
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Promotion
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Challenging

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.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Strategy
Learning Objective: 4-6
Topic: A-head: Monitoring, Measuring, and Managing the SMM Campaign
Bloom’s: Application
Difficulty: Moderate

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
DISC: Strategy
Learning Objective: 4-8
Topic: A-head: Careers in Social Media Marketing
Bloom’s: Application
Difficulty: Moderate

Critical-Thinking Exercises

1. Choose one of the following and describe how you think social media marketing could help strengthen
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service or otherwise on a password-protected website for classroom use.
100 Part 2 Understanding Buyers and Markets

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.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Strategy
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Challenging

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?

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
online forums, blogs, microblogs, etc. in order to express their opinions?
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Consumer
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Moderate

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.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Strategy
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Challenging

4. Do you agree that companies should have formal, written policies regarding the use of social media by
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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 101

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
can serve as guidelines for the employees. It will help employees understand what and how much social
media use is acceptable. This will in turn, help reduce future confusions.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Strategy
Learning Objective: 4-7
Topic: A-head: Ethical and Legal Issues
Bloom’s: Application
Difficulty: Moderate

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.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Promotion
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Challenging

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.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Strategy
Learning Objective: 4-7
Topic: A-head: Ethical and Legal Issues
Bloom’s: Application
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service or otherwise on a password-protected website for classroom use.
102 Part 2 Understanding Buyers and Markets

Difficulty: Challenging

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
social media policy.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Marketing Plan
Learning Objective: 4-7
Topic: A-head: Ethical and Legal Issues
Bloom’s: Application
Difficulty: Challenging

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.

Answer: Student responses will vary. Ask them to state the reasons as to why they found some apps
appealing and other not.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Research
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Challenging

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.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Research
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Challenging

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
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service or otherwise on a password-protected website for classroom use.
Chapter 4 Social Media: Living in the Connected World 103

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
BUSPROG: Reflective Thinking
DISC: Research
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Challenging

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
help the company expand the reach of some of its lesser known brands without too much of a financial
investment.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Strategy
Learning Objective: 4-1
Topic: A-head: What Is Social Media?
Bloom’s: Application
Difficulty: Moderate

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
include new and/or lesser known products because of the limited marketing investment required.
Point Value: 1
BUSPROG: Reflective Thinking
DISC: Strategy
Learning Objective: 4-4
Topic: A-head: Goals and Strategies of a Social Media Marketing Plan
Bloom’s: Application
Difficulty: Challenging

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
about Zappos; the blogs connect people with favorite product lines; and social media encourages people
to talk about any topic, which eventually comes back to Zappos. These conversations provide Zappos
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service or otherwise on a password-protected website for classroom use.
104 Part 2 Understanding Buyers and Markets

with insight about their customers’ lifestyles, brand preferences, and the like. Those who say no may
argue that the company does not seem to express clear goals, strategies, or guidelines for its social
media marketing, and that there is no way to measure the company’s culture or core values as they
relate to social media.

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
means they can discuss just about any topic they want to and handle customer situations in creative
ways. On the other hand, a formal policy might prevent communication foul-ups between employees and
customers and give employees guidelines for taking specific steps or actions in certain situations. It
would also tie together the company’s core values in a cohesive manner.

COLLABORATIVE LEARNING EXERCISES

Online Shopping

Purpose:
To help students understand the thought process behind online shopping

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

Estimated Class Time:

About 15 minutes

Preparation/Materials:
None needed

Exercise:
Ask the students if they have ever shopped online for anything. Ask those students to share their
experiences.

Follow-up questions: What was it about the online ad that prompted them to check out the
product?

Questions for Reflection:

• Compare and contrast traditional advertising with online advertising?

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
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Chapter 4 Social Media: Living in the Connected World 105

discussion-based exercise is designed to explore the importance of weighing the pros and cons
before posting or deleting anything online.

Relationship to Text:
Rules of Engagement for Social Media

Estimated Class Time:

About 20 minutes

Preparation/Materials:
None needed

Exercise:
Ask the students if they have faced criticism because of something they posted on or deleted from
their online account. How did they deal with the situation?

Questions for Reflection:

• Why is it necessary for individuals or corporations before writing or deleting something from
social networking sites?
• Why do social media strategists advise organizations not to delete negative comments?

Ethics

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.

Relationship to Text:
Discuss ethical and legal issues encountered by marketers in social media marketing

Estimated Class Time:

About 15 minutes

Preparation/Materials:
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?

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