Creation should include uses of the following social media activities for marketing:

• Communicating with customer base
• Adapting to consumer responses
• Establishing a voice for a brand
• Maintaining brand loyalty
• Staying top-of-mind
• Getting new customers through paid or boosted social media posts/ads
• Harnessing pop culture trends
• Developing and building an influencer network

Creation may also address the rule of thirds in social media:

• One-third of a company’s posts should brand the company as an expert
• One-third of a company’s posts should promote brand identity/engagement
• One-third of a company’s posts should be geared toward selling (ads/promotions)

Process/Skill Questions:

• What are emerging popular social networking sites? Why are they popular? With whom are they popular?
• What social networking sites are appropriate for use in promoting a company? Why?
• How does a company set up a paid or boosted post/ad?
• What is an example of a post showing the company as an expert?
• What is an example of a post promoting brand identity/management?
• What is an example of a post geared toward selling?
• How can companies leverage consumer participation and user-generated content?