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Social Media: Good Platform, Bad Delivery?

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 4 pages
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary

Case Preview

Social Media: Good Platform, Bad Delivery?

 

Expected Learning Outcomes

• Social media/networking platforms and their role in improving business opportunity
• Risks associated with social media platforms and the need for precautionary measures
• Internal control mechanisms to prevent the damage arising out of misusing social media platforms

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Social Media Platforms and Business Opportunity

1. Of the many existing social media platforms like LinkedIn, Facebook, Twitter, YouTube, Pinterest, Scribd, Blogs, Reddit, etc., which social media platforms do you frequent the most? Why?
2. What does ‘You minus all the social media platforms that you frequent’ mean to you?
3. What do you understand by social media? How do you think they make money for their sustenance and the growth?
4. The years 2012 and 2013 have seen the IPOs of two of the most frequented global social media platforms – Facebook and Twitter respectively. Especially Facebook IPO has garnered the attention of the global business world for its sheer size. Does it indicate the potential power of social media business in general?
5. ..................

Teaching Note Preview

Social Media: Good Platform, Bad Delivery?

 

Synopsis

The focus of this case flyer is on the usage of social media platforms in marketing and advertising campaigns. While the social media helps companies to grow by targeting specific customers based on their behavior on social media websites, it also poses various risks that could damage its reputation and brand image. The accompanying article highlights few such examples where the company’s reputation came under threat and this case flyer deliberates about having control  mechanisms to prevent any misuse. However, the scope of discussion could be expanded to social media’s impact on an individual. Simultaneously, the case flyer also questions the intrusion of companies into the individuals’ personal space using social media.

Expected Learning Outcomes

  • • Social media/networking platforms and their role in improving business opportunity
  • • Risks associated with social media platforms and the need for precautionary measures
  • • Internal control mechanisms to prevent the damage arising out of misusing social media platforms

 

Positioning and Setting

The case flyer can be used in the following courses:

  • a) Marketing
  • b) Advertising and Promotion
  • c) Digital/Social Media Marketing

 

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$2.74
Rs 0
Product code: MKTG-4-0007, MKTG-4-0007A

Abstract


This case flyer, based on an article1 from The Economic Times, discusses the role of social media as a platform for business opportunities to companies. How does social media help businesses grow? What is its importance in individuals' lives/how are individuals influenced by social media? The case flyer tries to debate on these lines and is suitable for teaching concepts in the courses of Marketing, Advertising and Promotion, and Digital/Social Media Marketing. The case flyer also discusses the risks associated with social media strategies and its effect on a company/individual. Finally, it deliberates about having control mechanisms to prevent any misuse of the social media.



Pedagogical Objectives

  • To understand the concept of social media/networking platforms and their role in improving business opportunity
  • To deliberate on the risks associated with social media platforms and the need for precautionary measures
  • To debate about the internal control mechanisms to prevent the possible collateral damage arising out of misusing social media platforms


1 Ratna Bhushan and Varuni Khosla, 'Cos Beware: Your Social Media Promotions Can Backfire Too', The Economic Times, November 12th 2013



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
$2.74
Rs 0

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