Case 3

Social media has changed how small businesses market their products and services to their target markets. Traditional marketing is giving way to social media where more consumers appear to be getting and sharing information. Marketers can use Facebook, YouTube, Twitter, LinkedIn, Instagram, Pinterest as well as others to build brand awareness, connect with prospects and customers, and encourage followers to share their products and services with friends and family to create a technological form of Word of Mouth advertising. This new form of marketing channel has created opportunities as well as challenges for entrepreneurs.

In this assignment, you are asked to review two different papers on the subject of social media marketing for businesses. (First is attached; Second has website link; Third is your choice)

Taneja, S., & Toombs, L. (2014). Putting a face on small business: Visibility, viability, and sustainability the impact of social media on small business marketing. Academy of Marketing Studies Journal, 18(1), 249-260.

Holt, D. (2016). Branding in the age of social media. Harvard Business Review. 2016, March, 40–48, 50. https://hbr.org/2016/03/branding-in-the-age-of-social-media
https://hbr.org/2016/03/branding-in-the-age-of-social-media

After reviewing the articles, answer the following questions.

Why is social media so attractive for marketing small businesses?

Based on the Academy of Marketing Studies Journal article, what are some of the primary challenges small businesses face when trying to implement social media marketing?

Based on the Harvard Business Review article, what is “crowd culture”? How can marketers use “crowd culture” to promote a product or brand using social media?

Why was Under Armour’s “I Will What I Want” campaign so effective on social media?

Assignment requirements: A minimum of 500 words are required to effectively respond to the questions in the case study.