Social Media & the Customer/ Free Tools vs. Enterprise Tools

Discussion 1 ________________________________________ Social Media & the Customer How are businesses using social media for customer retention, customer service, and customer return? Explain and provide examples of each. Discussion 2 ________________________________________ Free Tools vs. Enterprise Tools What are the advantages and disadvantages of free social media measurement tools and enterprise social media measurement tools? Could a business run a successful social media program using free social media measurement tools? Why or why not? Provide case examples. ***PLEASE KEEP EACH DISCUSSION SEPARATE AS IT IS ON THE INSTRUCTIONS. DISCUSSION ONE SHOULD BE ANSWERED AFTERWARDS DICUSSION TWO SEPREATELY. Required Text Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 10: Listening Before Talking • Chapter 11: Social Media and Digital Brand Management • Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and For All Kelly, N. (2012). How to measure social media: A step-by-step guide to developing and accessing social media ROI (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 8: Measuring Strategies for Increasing Revenue • Chapter 9: Breaking Down the Barriers to Social Media Measurement Required Text Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All • Chapter 13: Social Media Program Management - Putting it All Together • Chapter 14: Creating a Measurement Practice for Social Media Programs Kelly, N. (2012). How to measure social media: A step-by-step guide to developing and accessing social media ROI (Que Biz-Tech). Indianapolis, IN: Que Publishing. • Chapter 10: Understanding the Dots That Need to be Connected • Chapter 11: Measurement Tool Review Required References Internet Success Hub. (2013, February 11). 24 metrics to measure social media ROI. Retrieved from http://www.youtube.com/watch?v=SsDWeipwsjE Kaye, L. (2013, September 9). Social marketing: Do you know where customers hang out online? Retrieved from http://contentlead.com/news/social-marketing-do-you-know-where-customers-hang-out-online?utm_source=rss&utm_medium=rss&utm_campaign=social-marketing-do-you-know-where-customers-hang-out-online Pam. (2013, June 23). 50 ways to energize your social media community & audiences. Retrieved from http://www.pammarketingnut.com/2013/06/50-ways-to-energize-your-social-community-audiences/ Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 1-20. Recommended References Kaske, F., Kugler, M., & Smolnik, S. (2012, January). Return on investment in social media--does the hype pay off? Towards an assessment of the profitability of social media in organizations. In System Science (HICSS), 45th Hawaii International Conference (pp. 3898-3907). Nair, A. & Sidhu, J. (2009). Social media for B2B marketing. B2Bento Whitepaper. Retrieved from http://www.b2bento.com/whitepaper/SocialMediaB2B.pdf Owyang, J., & Lovett, J. (2010). Social marketing analytics. [Slideshare file]. Retrieved from http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The effect of customers' social media participation on customer visit frequency and profitability: An empirical investigation. Information Systems Research, 24(1), 108-127.