What role do social capital and influence play in online
communities?
2. Where does social media marketing planning fit into an
organization’s overall planning framework?
3. What are the phases of social media marketing maturity? How
does social media marketing change for companies as they shift from
the trial phase to the transition phase and eventually move into
the strategic phase?
4. What are the steps in social media marketing strategic
planning?
5. What forms of paid media can be...
2 Case Descriptions
You direct the Healthy Public Policy program for a large
municipal public health department that recently has come under
fire in a newspaper exposé about contributions from fast food
companies to afterschool programs for youth that the city
government runs. The exposé highlighted the contributions of Big
Boss Burger, a local fast food hamburger chain with 12 locations
across the city. Big Boss Burger donates cooking equipment to the
city’s high priority, afterschool cooking program for 9...