The Key to Social Media Success Within Organizations

In this article, the authors argue that the main reason some social media initiatives fail to bring benefits to companies is because the initiatives do not create emotional capital. I agree with this stance. It is not only important to build emotional capital externally with the brand’s customers, but internally as well. The values andContinue reading “The Key to Social Media Success Within Organizations”

Marketing Objectives: What are they and Why are they used?

In any company, large or small, it is ideal to have a goal or goals set for your business in order to achieve a return on investment and also to track what works and what doesn’t help the business grow. Some good examples of marketing objectives would be: Growing and Online Digital presence Being activeContinue reading “Marketing Objectives: What are they and Why are they used?”

The Pepsi Refresh Project: A Thirst for Change

In 2009, Pepsi Cola was one of the top selling soda brands. It gained its notoriety via the Super Bowl, of which it was the main sponsor of the Super Bowl halftime show. In 2010, Pepsi made a very bold decision to reallocate its typical $20 million budget for the Super Bowl and put itContinue reading “The Pepsi Refresh Project: A Thirst for Change”

How to Master the Social Media Dance

The case study “Two hearts in three-quarter time: How to Waltz the Social Media/viral marketing dance,” by Andreas Kaplan and Michael Haenlein uses a unique approach to compare an actual viral pandemic to a metaphorical pandemic of viral marketing, also known as, social media marketing. The study starts off on explaining how the concept ofContinue reading “How to Master the Social Media Dance”