Case Studies
Introduction
Our module notes and our two articles have provided us with a foundation and some critical-thinking tools with which we can examine social-media marketing. Please keep those texts in mind as you move on to the next discussion module. Where possible (and where helpful) use some of the ideas from our readings as we look at actual social media campaigns in this discussion. Think about the strategy, think about the goal, and consider how well it conveys its message, in your mind. This activity aligns with Module Outcomes 1 and 2.
Discussion Questions
Please seek out the social media presence of three of the following organizations/companies and analyze their strategies: Coca-Cola, Make-A-Wish Foundation, Chobani, Nike, Lowe’s, American Red Cross, Reese’s, and/or World Wildlife Fund. Examine the social media presence on one platform as well.
What strategies work or don’t work in their use of social media? Do you see a reflection of the impacts discussed in our article? Are you personally drawn in – does the strategy emotionally connect you to the brand? Would you share it in your social network(s)?
Within these ads, do you see any potential ethical implications or potential for pitfalls (or failure)? Explain. For example, are there any potential ethical implications regarding what they are “selling” (product or idea)? If that is not the case, then can you see any potential for pitfalls or failure in the social-media marketing approach? Failure, of course, would mean the media doesn’t resonate and/or is not shared widely. (That is, it’s just not good marketing, plain and simple, especially for this kind of platform.)
