Problem
Strategic Social Media Choices
As opening day drew nearer, the Brewers needed to ?nalize plans for social media use Speci?cally, they needed to decide which social networking sites they should use. who should manage them, and what types of content they should share.
Task
A. Which social networking sites should KBB use? Who should manage them? Provide supporting rationale and research.
B. Through the lens of social network theory, explain why social media is a critical component of the promotional strategy for KBB, a new business seeking to build community and grow sales.
C. What uses and grati?cations may drive craft beer drinkers to follow and engage with KBB brand pages on various social networking sites? How can KBB use that information to strategically develop social media content aligned with their mission?
D. Think about the reasons KBB customers. both prospective and existing, may experience uncertainty. How can KBB use social media to create a sense of certainty and, ideally, move consumers toward a long-term relationship?