Case Study Exercise: JetBlue Uses Social Media to Connect with Customers ........................................... 4

Instructor Manual: Zahay, Social Media Marketing, 3e, © 2023, 978-0-357-51618-8; Chapter 01: The Role of Social Media Marketing 1 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Table of Contents Introduction and Chapter Perspective: ........................................................................................ 2 Overview of slides: ......................................................................................................................... 3 Additional activities: ...................................................................................................................... 4 Case Study Exercise: JetBlue Uses Social Media to Connect with Customers ........................................... 4 Dr. Zahay’s Suggested Personal Branding Exercise for This Chapter ......................................................... 5 Dr. Parker’s Personal Website Assignment ............................................................................................... 6 Personal Website Requirements .................................................................................................. 7

(Social Media Marketing A Strategic Approach, 3e Debra Zahay, Mary Lou Roberts, Janna Parker, Donald Barker, Melissa Barker) (Solution Manual, For Complete File, Download link at the end of this File) 1 / 3

Instructor Manual: Zahay, Social Media Marketing, 3e, © 2023, 978-0-357-51618-8; Chapter 01: The Role of Social Media Marketing 2 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Introduction and Chapter Perspective:

Teaching social media marketing can be a challenge. Platforms seem to rise and fall quickly; legal and ethical challenges abound and student perceptions of social media change daily. This book is subtitled “A Strategic Approach” for a reason as it is designed around an eight-step process for managing social media marketing that is described in the next chapter, Chapter 2. This process can be used for creating a social media marketing plan for a client organization, which is a common project used in a class like this one.What we have found in teaching this material is that students think they know about social media, but they don’t know about social media marketing. They don’t know that social media can be used to create their own personal brand or how firms can use social media as part of their overall marketing strategy. Therefore, one of the goals of a course based on this book is intended to be the creation of the student’s own personal brand image based on their presence on social media platforms.What we have also found in teaching this material is that social media marketing really is an applied discipline. Students learn the most when they work on social media platforms themselves to create their personal brand or create a social media marketing plan for a client. Dr. Zahay’s course contains both activities.In the first half of Dr. Zahay’s class, the students work on their personal branding by creating a LinkedIn profile and profiles on two other social media platforms. Students also create a blog and promote it on these social media applications, using a free Hootsuite ®

account through the Hootsuite Student Program. In the Hootsuite ® program, students can get two free certifications, one on the platform itself and one on social media marketing.These certifications are helpful for the students in the job market and the Hootsuite ® tool helps students understand how social media is marketed. Students use the tool in the personal branding project to schedule and analyze their posts. Students then report on the results of their efforts and show how they were able to increase engagement and change how they are perceived in search as a result of the project. In the second half of the class, the students create a social media marketing plan for a client, using the example in the Appendix of this book.In Dr. Parker’s class, they take personal branding to another level by creating their own personal brand portfolio. If they choose, they can purchase a domain name that they can keep throughout their lives to have a portfolio to show a potential employer. There will be detailed suggestions for teaching all of these projects throughout this instructor manual.This chapter can be helpful in not only setting up the background of social media marketing, as noted, but introducing the any project concepts. It is a great place to get started on personal branding.[return to top] 2 / 3

Instructor Manual: Zahay, Social Media Marketing, 3e, © 2023, 978-0-357-51618-8; Chapter 01: The Role of Social Media Marketing 3 © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Overview of slides:

Slide 1 is a title slide.

Slide 2 outlines the chapter learning objectives:

• Explain why social media is important to business around the world • Define SMM • Explain the seven myths of SMM • Relate a brief history of SMM • Explain characteristics of SMM and ways in which it differs from traditional offline marketing.• Describe typical positions that are available in SMM • Discuss the characteristics of a successful social media marketer • Identify best practices for SMM Slides 3–4 set up the definition of social media marketing, which is basically gaining traffic or attention through social media sites. However, the objectives or goals of a particular social media marketing effort define what it considers to be success metrics. A good exercise, as in slide 4, is to discuss what social media platforms the students like, how much time they spend on them, and what they do when they get there. This conversation can then be brought around to what the platforms’ goals and strategies might be for customer engagement. You can discuss the often-addictive nature of these platforms and how they are designed not only for customer benefit, but to sell products through advertising.Slide 5 illustrates that the users of social media networks also have power over interaction with the brand. The “United Breaks Guitars” video was one of the first examples of using the viral nature of social media to influence public opinion. This is a “David versus Goliath”- type story. You can discuss how social media has made it possible for individuals to challenge big business. You can discuss United’s more recent troubles with viral videos at the same time and transition into a discussion of media types. Remember that social media is used for creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention, and has the potential to become virtual in nature. You can review part of the “United Breaks Guitars” video in class and discuss its result. Ask students to report other similar videos they have seen.Slide 6 sets up that social media can cross all types of media: paid, own, and earned, although it can be argued that earned media is the most powerful. A good discussion can take place the pros and cons of each media type.Slide 7 summarizes the common myths of social media marketing and, again, can be used to orient students to the fact that social media can be used in a business context. This is a great place to suggest students follow professional resources like Social Media Examiner or

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