Social Media – Unit Five

Learn how to use popular  social media platforms to better your digital marketing strategy.


About this Unit

This unit offers insight into some of the popular social media platforms, and how they can be used to be benefit a digital marketing campaign. It will also introduce some social media marketing success stories.

Topics include:

  • Social media management
  • Online listening
  • L’Oreal CASE
  • User generated content (Ford Fiesta CASE)
  • The new value of publicness

What you’ll learn:

  • How to apply social listening tactics
  • How to understand the differences between trend vs. fad
  • How to identify and define social media opportunities for businesses

Related Learning Topics



Facebook Cuts Brands’ Reach Once Again

by Tim Peterson

November 14, 2014 

“Facebook is becoming even more pay-to-play for brands.

Facebook announced Friday afternoon that it would begin curtailing the reach of brands’ unpaid, or organic, posts that the social network’s algorithms consider “overly promotional.

The change will not apply to all of a brands’ posts, just the less creative ones that fit certain criteria, like pushing people to buy a product, install an app or enter a contest or sweepstakes. Also under fire: posts that are just repurposed ads…” Read More


Say Goodbye to Facebook Organic Reach

by Jack Oldham

November 19, 2014

“In a series of recent updates to its News Feed content, Facebook announced last Friday that from the beginning of January 2015 it will be rolling out yet another change to its algorithm that will affect the type of content audiences see.

According to a recent Facebook survey, they concluded that audiences want to see less ‘promotional’ content, while pages that post promotional content should ‘expect their organic distribution to fall significantly over time’. Therefore, Facebook referral traffic for most brands is due to decline dramatically…” Read More

The Wall Street Journal

Pinterest’s Problem: Getting Men to Commit

by Yoree Koh

January 22, 2015

“Pinterest Inc. hit the demographic jackpot after it launched four years ago, becoming the digital scrapbook du jour for blushing brides, arts and crafts enthusiasts and home decorators hunting for ideas and inspiration…” Read More


3 Simple Ways to Measure your Social Media Results

by Rick Mulready

May 20, 2013

“Are you looking for better ways to measure your social media activities?

Do you know if your social media efforts are worthwhile?

Social media measurement is one of the most frustrating challenges business face.

In this article I’ll show you three simple measurement strategies that can fit into one of your future campaigns…” Read More



Facebook Advertising Best Practices

by Andrew Foxwell

December 17, 2014


Pandora logo


by Lindsey Striling

September 21, 2014


The Power of Pinterest

by Jess Bahr

October 21, 2105


Airline Social Media ‘Command Centers’ Direct Complaint Traffic

by Lauren Silverman

September 10, 2014

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    Katie Krueger

    Marketing Instructor

Lecture Slides

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Ad Creation Assignment

For this assignment, you are going to create two different Facebook ads that target different segments but that are advertising the same business/product. You may choose which business/product you want to advertise. Your deliverable will be screen shots of the multiple ads and written answers to the questions at the bottom of this page. Follow the instructions below.


  • Step One: Login to Facebook and click on “Create Ads” under the far left dropdown arrow in the top navigation.

  • Step Two: Unless you actively manage a page on Facebook or have experience creating Facebook ads and wish to experiment with other objectives, choose the “Send people to your website” objective. Type in the website of the business for which you are creating the campaign. Click Set Audience and Budget.

  • Step Three: Under “New Audience” choose different filters to create your first target demographic. Use a combination of demographic targeting (location, age, gender, languages) and the detailed targeting. Watch the Audience Definition meter on the right to see how your choices impact your reach.

  • Step Four: You can ignore the “How Much Do You Want to Spend” section. If you want to see Show Advanced Options – you are welcome to do so because it might be interesting. Otherwise, skip it and go to “Choose Ad Creative.”Login to Facebook and click on “Create Ads” under the far left dropdown arrow in the top navigation.

  • Step Five: In “Create Your Ad”, select either a single image or multiple images. Then either upload images you want to use or browse in their image library.

  • Step Six: Under “What text and links do you want to use?” under “Ad Preview,” remove all but the Right Column. Click on the Right Column so that you see a preview of your ad.

  • Step Seven: Write a headline and text. You should see a preview of your first ad on the right.

Follow-up Questions

  1. How did you segment your audience (target market) each time? Write a description of the two segments, including what Demographics, Interests, Behaviors, and Connections you chose to filter them and why.
  2. Were there any selections that narrowed your reach too far? What were they? How did you work around them?
  3. Briefly explain the strategy behind the different text and images you chose for each target market.
  4. When a prospect clicks on either ad, what do you need to do on the landing page to maximize the possibility of capturing their interest?

Online Listening Assignment

Use what you learned in the  “online listening” lecture slides to write a 1-2 page summary of what people are saying about a business of your choice.  If your business is in its infancy, or there is nothing online about it, you may choose to use online listening to understand what people are saying about the industry at large.  

Be sure to include a section about the opportunities you see for the business based on what you learned.



Ombre, Tie-Dye, Splat Hair: Trens or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris

by Katrina Bens Edelman and David Dubois

June 23, 2014 

“The case focuses on an innovative social media strategy by L’Oréal Paris to “listen” to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product...” Purchase Now

Follow-up Questions

  1. Of the three styles identified (tie-dye, splat, and ombre) which, if any, is a trend (i.e., an enduring change in style) rather than a fad (i.e., a short-term craze)? And what type of analysis should be carried out to answer this question?


The Ford Fiesta

by John Deighton and Leora Kornfeld

February 2011

“Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken. Others erred on the side of caution. Chantel Lenard, Ford’s Group Marketing Manager for Global Small Car and Midsize Vehicles and Connie Fontaine, Manager of Brand Content and Alliances championed a new approach for the new vehicle and set into motion a comprehensive 6-month social media initiative targeting a younger, ethnically diverse, and urban-based market, called “The Fiesta Movement”. In doing so, a large portion of the marketing campaign was handed over to 20 and 30-somethings across America, and Ford had to acclimate to a new way of doing marketing. To what extent should the company guide the activities and messages of their army of bloggers? The case is set two months into the Movement, as the team evaluates the metrics from YouTube, Twitter, Facebook, and their website, and wonder if they’re doing everything they need to do in order to make the Fiesta a success with a new target market…” Purchase Now

Follow-up Questions

1. Appraise Ford’s marketing strategy for the Fiesta in the U.S. against the challenges it seeks to overcome.

2. Is the campaign under control? What are the controls?

3. Are you satisfied with the reach of the campaign? Why or why not?


Increasing the ROI of Social Media Marketing

by V. Kumar and Rohan Mirchandani

September 18, 2012

Now that so many people worldwide participate in online social networks — 955 million on Facebook alone — influencing consumer preferences and purchase decisions through these networks and word of mouth (WOM) is an increasingly important part of every marketer’s job. Many enterprises are investing in social channels to rapidly create or propagate their brand through viral content, social media contests and other consumer engagement efforts. Their traditional campaigns are changing, too. Companies such as Geico, Dell and eBay are adapting the traditional “one-way” advertising message and using it as a stepping-stone to begin a two-way dialogue with consumers via social media…” Purchase Now

Recommended Books for Purchase


Jab, Jab, Jab, Right Hook

by Gary Vaynerchuk
Nov. 26, 2013


Content Strategy

by Kristina Halvorson
March 15, 2012


Additional Units