Overview

Social media platforms have evolved to become important marketing tools for businesses, allowing them to communicate directly with current and prospective consumers and turn them into fans and followers. Social media encourages business-to-business, consumer-to-business, and consumer-to-consumer engagement. This open communication style increases brand loyalty and sales.

This course presents a broad landscape overview of the growth and evolution of social media, especially with regard to marketing. It also provides an opportunity to analyze a case study to uncover how a company used best practices to increase customer engagement. This course is divided into two sections, and therefore it has two final projects: The first is an overview of social media and its ramifications for marketing, and the second is a case study analysis of how a company used social media marketing to engage its customers. Final Project I will be submitted in Module Three.

In this assignment, you will demonstrate your mastery of the following course outcomes:

• Examine the impact of social media content for illustrating practical use in marketing contexts
• Analyze strategic uses of social media platforms for alignment with business objectives
• Appraise the capabilities and limitations of contemporary social media tools for delivering intended messages and reaching intended audiences
• Illustrate social media messages that address marketing goals for contributing to a brand
• Examine the elements of online communities for assessing how they can be leveraged by brands

Prompt

To complete this assignment, compose a paper that addresses the following questions and concepts concerning the social media landscape from a historical, cultural, and social perspective. Include appropriate detail in each response.

1. What Is Social Media
   1. Identify the functions and strategies that characterize social media.
   2. Describe how social media has evolved. Include representative examples.
   3. Analyze how social media and communication theory have made an impact on society.
   4. Evaluate social media’s role in culture shift and convergence.
2. Social Media Platforms
   1. Compare four major platforms and their value to business. Provide details.
   2. Differentiate how content varies by platform.
   3. Illustrate how platforms are utilized by business and customers. Provide appropriate examples.
3. Production and Consumption of Content
   1. Compare how users and brands both control the messaging. Provide appropriate examples.
   2. Contrast user-generated and brand-generated use of media. Include examples.
   3. Examine the ethical and legal issues of social media content production.
4. Describe the current social media marketing trends. Consider thought leaders, brand advocates, and others.

What to Submit

Your paper should be a 4 page Microsoft Word document (excluding the title page and references page) with double spacing, 12-point Times New Roman font, and one-inch margins. It should follow APA style and formatting. Use at least three academic resources (such as the module resources) to support your position.