Social Media Consumer Insight Report

Social Media Consumer Insight Report Order Instructions: I will attach the instructions and survey results.

Social Media Consumer Insight Report
Social Media Consumer Insight Report

Social Media Consumer Insight Report Sample Answer


Table of Contents






Social Media Consumer Insight Report Executive Summary

The research conducted focused on exploring more on the impact of the social media posts about lifestyle and dining on the outcomes of marketing communications and the responses given by the clients. The study focused on identifying the effects of the creative marketing communication strategies for the lifestyle or restaurant services. The male vs. female Instagrammer and the male vs. female consumer were used in the collection of essential information. The visual stimuli experiment method was used following a randomized fashion.200 participants aged between 18-59 years were used in the study (Pitt et al, 2017). A summary on the participant’s passion about foods, brand attitude, and foodie consumer was conducted on part one followed by an experimental study. The major finding is that envy influences the brand attitude of the Instagrammers. In this case, it should be considered as an essential marketing aspect of various products and services.

Social Media Consumer Insight Report Evaluation of Findings

Based on the results acquired it was found that the Instagram post factors do not impact the response of the consumers. Envy was also not influenced by the consumer segment or the sex of the Instagrammer. Envy is not seen to be influenced by most of the factors of interest. The brand attitude is influenced by various factors of interest that were used to test the relationship. Envy was seen to have a little influence on the brand attitude while Instagram post attitude influenced the brand attitude in a significant manner (Pitt et al, 2017). Despite envy having a marginally small significant influence on brand attitude, the influence is said to be positive in nature which implies that it can be used as a predictor of the post or brand attitude while also considering other factors simultaneously. The consumer segment also has an effect on the influence of envy on the post attitude and brand attitude as found through Instagram. Based on the result after carrying out a multiples regression model, the foodie consumer segment was said to have more envy on the Instagrammers as compared to the non-foodie consumers. Since envy has a positive influence on the brand attitude, consequently brand attitude also increase among the segment of the foodie consumers. Envy has a major role when it comes to predicting the attitude of the particular consumers towards a particular brand (Pitt et al, 2017). In this case, social media marketing should consider it as a crucial aspect when it comes to assessing the attitude of consumers towards various products or services which form the brand. Because the influence of envy on brand attitude increase based on the segments, it would be advisable to consider different marketing strategies for particular target consumers.

Communication and advertising strategies can be useful in evoking envy through the promotion strategies which would try to sell the positive benefits of brand attracting more consumers to test irrespective of their segment (Yeung, 2014). Marketing communications research is essential on campaign developments. Through marketing communication, the focus on the particular segment of consumers is made possible while it offers the perfect chance to transmit the benefits of a particular brand accurately.

Social Media Consumer Insight Report Recommendations 

It is important to adopt the best marketing strategies to ensure the brand’s name is well promoted to all the potential consumers. Based on the results and findings acquired from the research study, better insight about the marketing communication has been efficiently gained. Factors such as envy and source liking are found to have some great influence on the brand attitude. I would recommend that the right and specific marketing strategies such as the right communication channels are adopted during campaigns for different brands (Shen et al, 2016). The specific marketing strategies based on the particular target consumers of interests is necessitated by the fact that the brand attitude and envy vary based on the segment of consumers. Other factors such as post attitude and the consumer preference should be considered during the social media marketing. The consideration of the factors and different aspects that influence brand attitude is essential in designing the right marketing communication strategies.

Social Media Consumer Insight Report Reference

Khan, M. Y., Iqbal, M. F., & Ghouri, A. M. (2016). Consumer Insight on Dietary evidence in Restaurant set of Choices: An Empirical Study. International Journal of Social Sciences and Management Studies, 3(2), 22-33.

Pitt, J., Singh, C., and Ang, L. (2017). MKTG204 Investigating the effects of social media posts with branded information on consumer responses: Assessment Task 2B, Session 1, 2017 Consumer insights survey results. North Ryde: Macquarie University.

Shen, G. C. C., Chiou, J. S., Hsiao, C. H., Wang, C. H., & Li, H. N. (2016). Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, 69(6), 2265-2270.

Yeung, H. F. (2014). Consumer Food Safety Insight: Pre-and Post-Survey Analysis of Consumers Receiving In-Person versus Web Based Food Safety Training (Doctoral dissertation, University of California, Davis).

Popular Media Source Article Critique

Popular Media Source Article Critique Order Instructions:

Article Critique

Directions: For this assignment, you will select and critique one article from a popular media source (e.g., newspaper, magazine, news journal, etc.) that provides information regarding a health disparity within a population group and complete the questions below.

Popular Media Source Article Critique
Popular Media Source Article Critique

Please make sure to use complete sentences when answering each question. Make sure the health disparity is different from your research assignment. In addition, the article must have been published within the last 2 years.

1) Provide the article reference and link. (1point)

2) What health disparity is the article highlighting? (1point)

3) Why is this information newsworthy? How would it benefit the public health community? (3 points)

4) What causes and factors contributed to the health disparity? (2 points)

5) How does health disparity affect health outcomes? (3 points)

6) Does the article make any recommendations or suggest resources that could benefit the public? If not, what suggestions or recommendations would you suggest? (2 points)

7) Was the article well-written? Justify your rationale? (3 points)

8) Did it include all pertinent information? Justify your rationale? (2 points)

9) Was there information or a perspective that the article should have included? If so, what? What else would you have like to have seen? (3 points)

Score calculation: Total earned / 20 x 10 =

Popular Media Source Article Critique Sample Answer

Article Critique

  1. Reference and link of the article: McGinty, E. E., Goldman, H. H., Pescosolido, B., & Barry, C. L. (2015). Portraying mental illness and drug addiction as treatable health conditions: effects of a randomized experiment on stigma and discrimination. Social Science & Medicine126, 7 Retrieved from:
  2. The article highlights the health disparity of persons with mental illness or mental disorders in the society.
  3. Information in the article is very indispensable to the society. People who have been suffering from the illnesses without coming out are advised to seek medical attention. Sharing such an article in the news really is a positive move of encouraging those with mental health disorders that they can become well again. Furthermore, people who stay with patients of mental illness will grasp more on how to handle them and encourage them to seek medical attention. The article has also outlined some organizations that are aiming at eradicating disparity of mental illness in the community.
  4. The article has pointed out different factors that have contributed to health disparity. One is due to poverty in the family as it increases stress and mental health problems which cause depression and post-traumatic stress disorder. It can also be due to lack of access to mental health professionals to take care of the conditions. Again, if health care providers are not trained to recognize and treat the population they serve, it would lead to high dropout rates of care. Finally, racism and discrimination also contributed to mental health disparity since people with the disorder would not freely come out to seek medical attention.
  5. The health disparity clearly affects health outcomes according to the article. People of color had the impression of reporting more dissatisfaction with the care. This, therefore, led to a big number of dropouts as they felt they were not being discerned by the health care providers.
  6. The article makes recommendations and also suggests resources that could help the community and people with mental health disparity. The society recommends construction of the Office of Behavioral Health Equity to offer Affordable Care Act, address disparities and elevate quality care for all. The author moreover, suggests the building of more culturally competent care providers into the field too. The office of Behavioral Health Equity was started due to the Affordable Care Act so as to deal with disparities and promote quality care for all. There also should be a program to train practitioners in mental health to offer services to the community. Moreover, training and employing more culturally competent providers into the field could also help counter disparities in mental health. The article also recommended that peer mentors who have experienced mental health problems are good and valuable sources of support to address workforce shortage ( McGinty et al., 2015). In addition, community-based organizations need to be started so as to educate the society on the repercussions of disparity and discrimination on those with mental disorders. The encouragement of patients not to be afraid and take the situation positive is the core task to get rid of mental health disparities in the future.
  7. The article was well written with its main points being laid out to the public openly. The article talked about the effects and recommendations of mental health disparity among minorities. The article has given a story of a lady who growing up, has dealt with a depressive disorder. She first felt stigmatized and always felt she was the only one and did not have anyone to turn to. Through her medication, she has stood out to advocate against stigma and disparities for minorities with mental illnesses. Her zeal in the article is very evident and this really explains why the article was well written.
  8. The article has given all meaningful information the entire public would want to know about mental health disparity. It began with the case of an individual who has suffered from a mental disorder and she thought she was the only one of color having the disorder but she realized later she was not alone. The article has also pointed out to the public some causes of the disorder and elements that contribute to the disparity. It also has outlined the recommendations to get rid of mental illness stigma and health disparity. The article also dealt with the effects of disparity and concluded by pointing out proposals to curb disparity. Clearly, I confirm that the article provided very pertinent information to the public.
  9. The author of the article has done her very best and covered disparity almost perfectly. However, the author would have divided the effects of disparity to economic, social and political so as to enhance and give a clear understanding of the disparity. The author would also have advised the government to expand universities and build more colleges to train professionals who would handle the matter and give jobs to more psychiatrists. The author would have moreover recommended the Vargas team to get to the interior people who always fear being discriminated and cheer them up to take the situation as any other disease or illness that can be cured (McGinty, et al. 2015).

Popular Media Source Article Critique References

McGinty, E. E., Goldman, H. H., Pescosolido, B., & Barry, C. L. (2015). Portraying mental illness and drug addiction as treatable health conditions: effects of a randomized experiment on stigma and discrimination. Social Science & Medicine126, 73-85.

Houston Methodist Approach and Values of Social Media

Houston Methodist Approach and Values of Social Media Order Instructions: For the following questions, the company is Houston Methodist.

Houston Methodist Approach and Values of Social Media
Houston Methodist Approach and Values of Social Media

1. Question: What are Houston Methodist’s approach and values associated with social media?
Answer: APA formatted with in-text citation (150-200 words)
Source (APA formatted)
Creditability – Do you trust this information?

2. Question: What is Houston Methodist’s goal for social media presence?
Answer: APA formatted with in-text citation (150-200 words)
Source (APA formatted)
Creditability – Do you trust this information?

3. Question: How does Houston Methodist use social media compared to its competitors?
Answer: APA formatted with in-text citation (150-200 words)
Source (APA formatted)
Creditability – Do you trust this information?

4. Question: How should the success of social media presence be measured?
Answer: APA formatted with in-text citation (150-200 words)
Source (APA formatted)
Creditability – Do you trust this information?

5. Question: How might social media use present ethical problems for Houston Methodist?
Answer: APA formatted with in-text citation (150-200 words)
Source (APA formatted)
Creditability – Do you trust this information?

6. Question: What is one way that demographics, global presence or diversity might impact Houston Methodists about social media use?
Answer: APA formatted with in-text citation (150-200 words)
Source (APA formatted)
Creditability – Do you trust this information?

Houston Methodist Approach and Values of Social Media Sample Answer


Social media is one important aspect of the business. It has been able to create platforms that enable businesses to perform better. This coursework focuses on approaches to social media for Huston Methodist. Houston Methodist’s use of social media in comparison with competitors is also highlighted among other factors.

  1. Houston Methodist’s approach and values that are associated with social media involve empirically identifying the consumer attitude towards social media advertisements that are based on demographics. Houston Methodist recognizes the importance of social media by taking the hospital into the digital world. Therefore the hospital can understand the full potential of leveraging the community benefit programs and patient engagement in a certain way even before the advent of the internet (Angelle, 2011). Houston Methodist implements and manages informed decisions that define the professional use of social media despite the current trends. The hospital centralizes social media messaging so that everyone is not only following the same guideline but also supporting the mission of the hospital. The social programs created by the Houston Methodist are integrated within the framework of the communications and marketing strategies of the hospital. The hospital runs effective marketing programs that can be adapted for social media through the use of digital media advertisements to enhance and promote services within the hospital.

Credibility: Yes I trust this information.

  1. Houston Methodist’s goal for social media presence is to raise awareness of their brand. It is because customers have to be aware of the services provided by the hospital and therefore interact with them on social media sites. Their goal is also to create loyal visitors who visit the site frequently. Houston Methodist can know and understand the direct relationship between social activities and sales. Houston Methodist enhances public relations by engaging and responding to customer service requests over social media (Richter, 2014). The process of solving problems quickly through social media enables the creation of brand loyalty of the hospital. The hospital’s goal is to build the community of advocates by providing platforms whereby the brand loyalty is shared with thousands of people in real time. Houston Methodist leverages social media marketing towards the growth of their business through the creation of their brand awareness, finding new customers and engaging them appropriately.

Credibility: Yes I trust this information.

  1. Houston Methodist differentiates themselves from their competitors by been special and unique. The hospital differentiates itself by having a diverse medical staff. The medical hospital introduces video series on its Facebook fans to medical students and doctors who overcome every odd to get where they are therefore giving inspiration to their patients. Houston Methodist recognizes exceptional service by ensuring that their patients give powerful testimonies on social media (Dizon, 2012). Houston Methodist provides photo series pairs of the hospital staff with the word from patients who provide a description of how they went above and beyond to make a more pleasant experience at the hospital. Every shares and comment made on the social media by Houston Methodist tend to emphasize the way patients appreciate their care. Houston Methodist steps up by opening more accounts on social media hence taking advantage of the growing platforms to engage and reach more audience. By doing so, they gain a competitive advantage over their competitors.

Credibility: Yes I trust this information.

  1. The success of social media presence is measured through comprehensive analytics services that help track user activities in the real time of the website. Houston Methodist tracks its follower growth. They do so by determining the total count of followers, fans and the number of page likes which represent the people who have taken an interest in their business. It ideally shows that the content shared and the way the hospital engages needs to be enticing to attract more followers (Trainor, 2014). On the Facebook page of Houston Methodist, they monitor their total number of likes and followers gained within a designated time. They monitor the reactions of the audience. On Twitter, the hospital views the trends and statistics for their followers through Twitter analytics. It is important to track the number of likes and reactions to the posts. It involves by gauging the reaction of the audience towards the content they share therefore determining whether the audience is interested in what they are currently publishing on social media.

Credibility: Yes I trust this information.

  1. The ethical problem that may be presented at Houston Methodist is posting unprofessional content that tends to reflect unfavorably on the patients. The doctors may convey certain information about a particular patient through social media sites that would eventually damage the professional image. Certain ethical perceptions can be based according to the unprofessionalism which includes violating the privacy of the patient. Houston Methodist can be presented with ethical problems of breaching the privacy of the patient. Therefore it creates concerns about the use of social media for negative repercussions that result from violating confidentiality (Crane, 2016). It, therefore, lead to legal action against the doctors at Houston Methodist. Houston Methodist has to be aware that the consent of the patient is very critical when using social media. The hospital has to seek the consent and permission of the patient even before posting their details online so as to ensure that they are ethical to their patients.

Credibility: Yes I trust this information.

  1. Social media engagement and usage is on the rise while the adaptation of other platforms holds steady. Houston Methodist uses social media to ensure that the health care workforce is well equipped to meet the needs and requirements of the growing and aging population. The increasing number of older adults who join social media sites is rapidly increasing (Todd, 2014). Young adults keep on using Facebook at higher rates. Also, women are still using Facebook at higher rates than men whereby there are about 83% of female internet users and 75% male internet users on Facebook. Houston Methodist uses social media to usher in new health care reforms and health systems. All they need is to advertise their health reforms on social media such as Facebook video series to help patients address their medical care. Houston Methodist has to tap into social media to ensure that there is health care coordination to be able to manage the aging cohort.

Credibility: Yes I trust this information.

Houston Methodist Approach and Values of Social Media Conclusion

Every business should embrace social media as an important pillar of its growth. The leadership of all organizations should ensure that the best social media related provisions are put in place. This is necessary for the purpose of thrusting a business into an excellent performance.

Houston Methodist Approach and Values of Social MediaReferences

Angelle, D., & Rose, C. L. (2011). Conversations with the community: the Methodist Hospital System’s experience with social media. Frontiers of health services management.

Crane, G. M., & Gardner, J. M. (2016). Pathology Image-Sharing on Social Media: Recommendations for Protecting Privacy While Motivating Education. AMA Journal of Ethics.

Dizon, D. S., Graham, D., Thompson, M. A., Johnson, L. J., Johnston, C., Fisch, M. J., & Miller, R. (2012). Practical guidance: the use of social media in oncology practice. Journal of oncology practice.

Richter, J. P., Muhlestein, D. B., & Wilks, C. E. (2014). Social media: how hospitals use it, and opportunities for future use. Journal of Healthcare Management.

Todd, N. R., Houston, J. D., & Odahl-Ruan, C. A. (2014). Preliminary validation of the Sanctification of Social Justice Scale. Psychology of Religion and Spirituality.

Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research.

Schools allowing Companies to Monitor Social Media

Schools allowing Companies to Monitor Social Media Argue why schools should monitor social media websites.
Must be 4 paragraphs only. Use quotes provided for each specific paragraph. 1-2 other quotes may be added if needed from the web.

Schools allowing Companies to Monitor Social Media
Schools allowing Companies to Monitor Social Media

Paragraph 1: Introduction with a thesis statement. Point to argue is it’s for the safety of students, make parents aware of what is being posting, and prepare
one for the real world.
Paragraph 2: Support with 3 reasons (reasons: safety of students, make parents aware of what their child is posting online, and to prepare one for the real
world that stands ahead of them.)
Use these quotes:
-“A twelve-year-old Florida girl, Rebecca Sedwick, who was repeatedly cyberbullied, jumped to her death in September” (Wallace 1).
-“We were able to save a life” (Wallace 1). Dr. Sheehan believes “the whole purpose is student safety” (At some schools, Big Brother‘ is watching, 1)
Parents aware:
-Lauren, a 20-year-old college student believes that “schools should be monitoring social media content posted by students because… parents aren’t aware of
what their children are up to” (Wallace 3).
Prepare one for the real world.
-“A third (34%) of employers who scan social media profiles said they have found content that has caused them not to hire the candidate” (Smith 2). Stating
that be careful of what you post online. Think before you tweet.
Paragraph 3: Counter with 2 points/evidence
Some may argue… (2 points= invasion of privacy/abuse of 1st amendments freedom of speech, spending too much money on having company monitor.)
-“Glendale Unified will pay the company $40,500 to monitor posts made by about 13,000 middle school and high school students at eight Glendale schools"
(CA School District Announces It’s Doing Round-The-Clock Monitoring of its 13,000 students’ Social Media Activities). Use that quote for the counter of the reason that the school district spends too much money and another quote of your choice from the web proving the other point stated above for the counter.

Use of Social Media in Nursing profession

Use of Social Media in Nursing profession Order Instructions: I have to post my opinion on Use of Social Media in Nursing profession In this discussion forum, I have to share your thoughts on the use of social media, ANA guidelines for social media, and HIPAA.

Use of Social Media in Nursing profession
Use of Social Media in Nursing profession

A response will include specific examples to the articles, websites, and my feelings regarding the nurses’ actions.

Use of Social Media in Nursing profession Sample Answer

Social media is one of the recent technological advancement that has changed the way people communicate. In nursing, social media is an important communication tool. Social media is both a personal and professional communication tool for nursing. However, personal and professional etiquette must be observed while using social media as a communication tool.

One of the most important compliance issues for nurses to observe is to ensure that patient privacy and confidentiality is not compromised in their online communication. For example, it is wrong for a nurse to post the genitals of a patient on social media pages. Many nursing professional bodies including the National Council of State Boards of Nursing (NCSBN), asserts that patient confidential information can only be shared with their consent (Anderson and Puckrin, 2011). Nurses breach patient confidentiality by posting patient photos or videos, and their personally identifiable information. Nurses must also be aware that sharing confidential and sensitive information is a crime under the HIPAA act.

However, nurses can also use social media to build and maintain a support network. Interactions with colleagues on social media can provide relief from job stress. The American Nurse Association (ANA) has issued a number of guidelines that guide the nurse’s conduct in online environments. These guidelines can help nurses to use social media in a manner that does not compromise patient confidentiality and privacy.

The nurse must remember that social media is a public communication forum. Any post on social media may have serious consequences on the nurse’s career, the profession, and the institution. Therefore, nurses must use social media in a way that protects patients, themselves, their employers, and their professional from irresponsible use of social media.

Use of Social Media in Nursing profession References

Anderson, J., & Puckrin, K. (2011). Social network use: A test of self-regulation.  Journal of Nursing Regulation, 2(1), 36-41.

Social Media in Construction of Brand Meaning

Social Media in Construction of Brand Meaning Order Instructions: Investigative Essay

Social Media in Construction of Brand Meaning
Social Media in Construction of Brand Meaning

Weighting: 40%
Students are required to complete an individual essay during the course.
The essay topic is as follows:
Social media has enabled and accelerated the social construction of brand meaning. Are
all brand communications (consumer, organization or other originated) within this
environment authentic, and trustworthy? Discuss.”
This is an essay based on scholarly journal article research, theory and critical evaluation/
synthesis (not mere description). You must support your answer with a minimum of 6 journal
articles (can be peer-reviewed or otherwise but must be from sources classified as Journals).
The essays upper word limit is 2,500 words. There is no minimum word limit. The upper word
limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference
list (it does include in-text citations), appendix. You may include brief commentary on brand
examples, but only if the examples originate from within the specific journal articles you have
cited in your essay (i.e. not from personal experience, or from popular nonscholarly journal
press). Note – your essay should provide a balanced view of this topic (pro’s and con’s).
• A minimum of 6 journal articles. A penalty of 20/100 marks applied if this criterion is not met.
• Full Harvard author-date referencing is required (in-text citations, and reference list).
• Exceeding the word limit will lead to a deduction of 10/100 marks.
No extensions will be granted. There will be a deduction of 10% of the total available marks
made from the total awarded a mark for each 24 hour period or part thereof that the submission is
late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for
cases in which an application for disruption of studies is made and approved. No submission will
be accepted after solutions have been posted. Your essay must be submitted online VIA
Turnitin for MKTG203:
Submit softcopy to the plagiarism detection system ‘Turnitin’ VIA iLearn before the deadline
Please make sure that you are submitting to the correct dropbox.
Please note the following:
• Your soft copy must include a title Page with full official student name (last name in
CAPITALS), student ID number, tutors name, tutorial day, tutorial time and tutorial room
number. It must also include your reference list. Please name your file as
follows: Surname_Tutor_Final Essay.doc
Unit guide MKTG203 Consumer Behaviour 6
• An essay should be formatted as follows; size 12 times new roman font, 1.5 line spacing,
regular margins, headings in capitals and bold, sub-headings in upper and lower case
and bold italics.
• Essays will be marked electronically via GradeMark on Turnitin using iLearn, annotated
with comments from the marker and your grades will be available for viewing on the
Grades link via iLearn approximately 2-3 weeks after submission. An announcement will
be made on iLearn when assignments have been marked.
This Assessment Task relates to the following Learning Outcomes:
• Identify, understand, and articulate a range of influences on consumer behavior.
• Critically analyze, discuss, evaluate and integrate the theoretical literature to create a
coherent and theoretically rigorous argument.
• Critically evaluate and reflect upon specific marketing decisions and marketing strategies
through the use of applied questions.

Social Media in Construction of Brand Meaning Sample Answer

Social Media Has Enabled and Accelerated the Social Construction of Brand Meaning


Social media platforms have a great potential for helping a company to increase its brand awareness and expand. Even though the practical applications of various websites such as Pinterest, Twitter, Google+, LinkedIn, and Facebook might vary from brand to brand, Coleman, Chandler, and Jian (2013) pointed out that the overall value does not change; it remains the same. A company needs to come up with a strategy which works for it and pursue it relentlessly all through the year. This paper provides an exhaustive discussion of how social media has actually enabled and accelerated the social construction of brand meaning. In addition, this paper discusses whether all brand communications in this environment are trustworthy and authentic.


Authenticity is defined as the condition or quality of being genuine, trustworthy, or authentic. It is and has always been an essential component for establishing a successful brand (Holt 2016). In the recent past, there have several research studies that have looked into what customers deem as the main characteristics for brands to have. For instance, studies by Cohn & Wolfe and Mindshare North America found that authenticity and honesty/trustworthiness are significant attributes, especially to Generation Y and millenials. In essence, authenticity and trustworthiness are two of the five main brand attributes for youngsters worldwide, and a lot of them are skeptical about how brands actually market to them (Vernuccio 2014). Consumers’ desire for authenticity and openness could be juxtaposed against the findings of other researchers that the trust of a consumer in big companies is reducing (Kissel & Büttgen 2015).

Social media offers opportunities for creating social content with a point of difference. This is especially significant in sectors like the retail sector in which business organizations are usually selling product items that are similar or the same. In this way, social media enables and accelerates the social construction of brand meaning. For example, Harrods across its retail store has a total of 28 eateries. The company employed social media in an innovative way and ran a campaign dubbed “Twenty Ate Days” that featured a dissimilar eatery each day all through the February month. This campaign was able to receive really affirmative press coverage and lots of consumer interest that helped build awareness of the Harrods company brand whilst at the same time promoting the variety of delectable foods that the company offers in its restaurants (Vernuccio 2014).

Social Media Enables and Accelerates Social Construction of Brand Meaning

When the brand of a company is not a household name or not yet very popular and the company’s management want more potential clients to know who the company is, then social media could help the company get there by increasing the company’s brand awareness. A business organization should be able to expect changes within its environment and respond to those changes in a creative and flexible way. The changing nature of communication implies that businesses should take on social media channels and use them in communicating to a wide audience (Holt 2016).

A business organization can use social media effectively in promoting its brand not only to its existing clients but also to future and new customers. For example, Harrods, a luxury British retailer based in London England, effectively employs various social media channels in promoting its luxury brand to its current loyal shoppers and to future, new shoppers. By monitoring and seeking novel trends and opportunities, this British luxury retailer ensures that its brand always stays relevant and current (Holt 2016). This way, social media effectively enables and accelerates the social construction of brand meaning. Recently, Harrods was voted by consumers and critics in the top 5 retailers to follow on Instagram (Holt 2016). This clearly demonstrates that an organization can actually utilize modern communication channels but still make certain that its values and brand do not become compromised.

If utilized in a proper manner, social media could easily become a very powerful marketing tool available for the business enterprise. Sites such as Facebook, LinkedIn and Twitter are able to move consumers along a spectrum from just ‘liking’ the company all the way to being ready to defend the company and its brand. In particular, social media is important for 3 different reasons which demonstrate the way in which social media enables and accelerates the social construction of brand meaning. Firstly, it humanizes the brand of the company – the problem which many brands have particularly electronic commerce or online-based firms is that they are not able to link with their clients on an emotional level. According to Yan (2011), social media enables a company to humanize its brand and meet its target audience where they are. This is really essential and could change the company’s brand from a stale corporate name to a breathing, living organization.

Secondly, social media can provide relevant insights – brands that are savvy know that social media platforms serve as a crucial listening tool. The company could utilize social media to learn and discover what consumers are saying about the company’s brand and utilize that knowledge in improving features, communications or processes. Social media can also be used to drive traffic – when social media websites are capitalized on, they are really good in terms of producing leads and driving traffic to external landing sites or pages (Watkins 2014). Even though it is an extremely organic way of acquiring traffic, social media websites are often much more valuable in comparison to paid advertising campaigns.

All Brand Communications on Social Media Are Authentic and Trustworthy

Authenticity in social media helps to set the tone: in general, it is hard work to pretend to be something or someone else, and in the end, the brand would come unstuck. According to Vernuccio (2014), being authentic is important in guiding the tone of the brand’s social media. Moreover, given that the tone of the brand would be emanating from a place that is genuine and real, it would resonate with the brand’s community, it would be sustainable, and would be a key reason that would keep customers coming back. Brands may have dissimilar personalities such as caring and warm, or serious and traditional. Companies ensure that their images on Instagram and posts on Facebook convey the personality of its brand.

Authenticity and trustworthiness in social media help to develop the brand’s personality: authenticity, along with a brand’s tone, will allow the company’s genuine personality to shine through. It is worth mentioning that authenticity is a feature of brands or persons and it actually comes through in a person’s or brand’s personality. If a brand lacks an authentic personality, sooner or later customers would consider it as being fake, a jerk, boring or contrived even when the brand thinks that it is getting away with it (Brennan & Croft 2012). Once a brand has built its personality via social media, it will need to sustain that personality.

Authenticity and trustworthiness in social media build trust: whenever the brand shares truthfully and authentically, then consumers would, without a doubt, pick up on it, ‘like’ the brand for it on Facebook and even more importantly the consumers would trust the brand. Holt (2016) reported that trust is essential in every aspect of a brand – that is, between brand and suppliers, between brand and staff members, and between brand and consumers – and is the most important emotion that good marketers look for whenever they build a brand. In essence, failure to be authentic and trustworthy could unravel any trust the brand has been building for several years within just a second and when that occurs, it is a long climb back for the brand. Authenticity and trustworthiness in social media help to build a community: If a brand has been authentic at all times with its online community and established the trust amongst them, when the brand faces some challenges its online community would surely stand by it (Kissel & Büttgen 2015). For instance, the Woogs World and Michelle Bridges are great social media communities: these two support their brands enthusiastically and passionately, which is really significant.

It is important for brands to boast and brag about their authentic side on social media. In spite of what service or product the company offers, consumers are generally drawn to brands which deliver on authenticity, honesty and trustworthiness. Brennan and Croft (2012) reported that as people’s lives have become very much virtual and the financial instability over the last several years have made people really critical and conscious, people’s hunger for authentic and trustworthy brands has only increased. Brands should deliver on trust and truth at all points in the social customer journey. Social media, as Watkins (2014) pointed out, is all about managing the journey of the client from initial awareness to full engagement. Given that social media is essential in ensuring that brands come through on that act of integrity, a brand should engage in conversations with its existing and prospective customers to build lasting relationships (Brennan & Croft 2012).

Most brands show off their authentic side using brand communications through the following efforts or measures: (i) treat their customers like insiders – considering that today’s era is regarded as the age of the customer, brands treat their clients as if they are insiders and they do so by being as transparent as possible. Such brands show their customers that they do not have anything to hide, since there is no better way of demonstrating that the company is human and is ready to make that strong link or relationship with its audience (Kissel & Büttgen 2015). Buffer, the social sharing firm, for instance, disclosed the pay structure of all its workers including the pay of the company’s Chief Executive Officer, which led to an increase in new applications (Kissel & Büttgen 2015). Be it through webinars, blogposts, tweets, or any other sort of brand communication on social media channels, a company should ensure that it is a true problem-solver even before clients choose to work with it. Given that they are equally armed with information these days, customers only expect to receive that invaluable, insider treatment.

(ii) Empower the company’s brand advocates and employees – Coleman, Chandler and Jian (2013) reported that when it comes to authenticity, a number of brands focus particularly on employees and advocates given that they play an essential role in building companies that are authentic and trustworthy. For instance, staff members have the closest connection and engagement rate with an organization. As such, employees become the brand’s ultimate social representatives by providing them a means of recognition that is straightforward and tangible. Moreover, brand advocates are credible game-changers who love that brand very much and speak well regarding their brand experience in social media channels. The powerful voice of brand advocates resonates with the audience of a brand since they hold the most trust (Vernuccio 2014). On the whole, there is no better way for a company’s brand to be authentic than to have the social support of its brand advocates who are at all times ready to get involved and affirm the company’s brand message.

(iii) Thirdly, companies deliver on authenticity by demonstrating that sharing is caring – companies show their authentic side by means of quality social sharing by becoming the go-to source for a wide range of topics on the industry. This could be in many different forms. For example, some brands share wonderful articles in the industry with their social following. Some companies choose to engage with their audience and offer them the company’s knowledge on the topics which the company actually knows everything about. In spite of which social media channel the conversation actually occurs, the brand should ensure that it is an easily accessible and valuable source for information which simply oozes personality (Coleman, Chandler & Jian 2013). (iv) The brands own up to their mistakes – some brands develop authenticity on social media through admitting mistakes instead of hiding them. If the brand has truly made a mistake, it may post an apology on Twitter or Facebook. The brand may as well contact the clients who have posted their complaints on social media. In the year 2007 for example, when JetBlue airline utilized videos on YouTube to make an apology to travellers who had been stranded on the airport tarmac for a number of hours, it branded itself as an authentic airline (Kissel & Büttgen 2015). Currently, this airline has more than 1.75 million followers on Twitter which is one of the largest compared to other airline companies since customers expect this brand to be helpful and clear-cut by means of the social media channel.

(v) The brands are clear about their values – brands show clients what they value by means of social media channels. The brand may post articles on Facebook with regard to a vital issue. The brand may as well voice its viewpoint regarding a current event on Twitter. For example, Zady the online retailer is usually considered as an authentic brand due to its commitment to fair labour practices and hand-crafted apparel. Zady makes use of its Twitter feed in reinforcing its values, posting about the significance of craftsmanship and transparency in the apparel industry (Watkins 2014). (vi) The brands are honest on what they delivercustomers generally view the brands which communicate openly and honestly about their services and products as being authentic. Since customers seek authenticity and honesty from brands, companies should communicate honestly regarding their services and products, and strive to act with integrity always. Brands which try to establish an authentic presence on social media in general consider whether or not they are actually delivering what they promise their consumers (Coleman, Chandler & Jian 2013). Furthermore, such brands are cautious about links and headlines they place on their social media pages. In order to develop authenticity, brands try to be honest and they do not over-promise their customers what they are going to deliver.

Social Media in Construction of Brand Meaning Conclusion

To sum up, social media without doubt enables and accelerates the social construction of brand meaning. This is because social media humanizes the brand, helps to drive traffic and can provide pertinent insights. Customers these days want authentic, transparent and open communications from brands regarding different things such as the way in which products are sourced and produced, although some consumers believe that quite a few brands at the moment deliver in this area.

Social Media in Construction of Brand Meaning References

Brennan, R, & Croft, R 2012, ‘The use of social media in B2B marketing and branding: An exploratory study’, Journal Of Customer Behaviour, 11, 2, pp. 101-115, Business Source Complete, EBSCOhost, viewed 15 May 2016.

Coleman, L, Chandler, K, & Jian, G 2013, ‘Social Media — A Moving Target’, Journal Of Marketing Development & Competitiveness, 7, 1, pp. 73-77, Business Source Complete, EBSCOhost, viewed 15 May 2016.

Holt, D 2016, ‘Branding in the Age of Social Media’, Harvard Business Review, 94, 3, pp. 40-50, Business Source Complete, EBSCOhost, viewed 15 May 2016.

Kissel, P, & Büttgen, M 2015, ‘Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness’, Journal Of Brand Management, 22, 9, pp. 755-777, Business Source Complete, EBSCOhost, viewed 15 May 2016.

Vernuccio, M 2014, ‘Communicating Corporate Brands Through Social Media: An Exploratory Study’, International Journal Of Business Communication, 51, 3, pp. 211-233, Business Source Complete, EBSCOhost, viewed 15 May 2016.

Watkins, B 2014, ‘An Integrated Approach to Sports Branding: Examining the Influence of Social Media on Brand Outcomes’, International Journal Of Integrated Marketing Communications, 6, 2, pp. 30-40, Business Source Complete, EBSCOhost, viewed 15 May 2016.

Yan, J 2011, ‘Social media in branding: Fulfilling a need’, Journal Of Brand Management, 18, 9, pp. 688-696, Business Source Complete, EBSCOhost, viewed 15 May 2016.

Event Calendar for Social Networking

Event Calendar for Social Networking The brochure you created in Unit 7 ( I attached as additional file ) has prompted Luis Ortega to donate his ranch as a center for an expansion of services!
The BYS board is very excited but is a little concerned because the ranch is located in an area with many new immigrants.

Event Calendar for Social Networking
Event Calendar for Social Networking

The executive director has
commented that in order to ensure that the expansion includes many teens from various cultures, staff and BYS teens need to increase their understanding of
various cultures.
Your job is to prepare training for youth or staff about different cultures. This workshop will include several activities:
•Create a PowerPoint® presentation of at least 12 slides to highlight cultural differences. Remember to begin by with a slide listing the training outcomes.
•Create one activity to use as part of the training that can promote positive cultural exchange.
•Create a list of 2–3 events that can be held over the next several months to continue the spirit of cultural exchange. The events can be presented in a
calendar format or as a list.
Your PowerPoint presentation should be at least 12 slides, plus an additional title slide and a slide(s) with references in APA format. Provide appropriate
citations in APA format either on the appropriate slide or in the notes section of the slide that summarizes information from the referenced material.
The events can be presented in a calendar format or as a list.

Roles of The Print Media in Advertising Essay

Roles of The Print Media in Advertising Essay The Print Media Essay is designed to get you to explore and analyze the ways in which books, newspapers, magazines and printed advertising play a role in
your life.

Roles of The Print Media in Advertising Essay
Roles of The Print Media in Advertising Essay

Note that this is an essay, not a research paper. This means that it is simply an organized piece of writing that looks at how you have used print media
include some specific examples and a clear analysis of why you think you have used print media in this way. You are encouraged to write in the first person and
tell true stories about your use of print media.
Your opinions and analyses mean very little to a reader who has to figure out what you are saying. Second, your paper must include analysis. What that means
is that you must think about your use of print media and the information that we discussing and analyze why you think print media have played this role in
your life
question to help you get started:
How did newspapers, magazines and printed advertising affect you while you were growing up?
What impression did you have of each? Where did you get these opinions?
How did your family use print media? Why
How do you use print media today? Why?
Have your opinions about print media changed as you have gotten older? How?
Does print media affect you differently than it uses too? Why?
What makes it a positive influence? Negative Influence? Why?
I certainly don?t want you to just answer these question. And you are?t required to look at every one of these aspects. You can, if you prefer, look at
one or two specific forms of print media. What I want is a thorough, analytical essay that clearly shows how you have used the print media in your life and
why. Your essay should 3 pages, double spaced pages.

“Coach Knight” and “Coach K” Case Studies

“Coach Knight” and “Coach K”
“Coach Knight” and “Coach K”
“Coach Knight” and “Coach K”

“Coach Knight” and “Coach K”

Order Instructions:

“Coach Knight” and “Coach K” Case Studies Instructions

After reading the case studies (make sure you read both!), you will write a two-page double-spaced minimum (12-point font, Times New Roman, 1-inch margins) paper.

Please include the following in your case study summary.
1. Briefly summarize the cases (approximately half a page).
2. Answer the following questions in the remainder of your paper:
a. Compare and contrast Coach K and Coach Knight. How are they different? How are they similar?
– Describe Coach K’s leadership style. What are his basic assumptions about motivation and leading?
– Describe Coach Knight’s leadership style. What are his basic assumptions about motivation and leading?
b. Who is more effective? Why?

I’ll be attaching the 2 PDFs.


Leadership style refers to the style adopted by a leader in providing motivation, direction and also the implementation of various plans for the achievement of the goals. The leadership styles can be exhibited or applied in the sports, business or other fields of interest. The leadership styles exhibited by the two coaches in this case study are based on their values, preferences and also beliefs (Zentner, 2015). The leadership styles will efficiently operate when they are adapted to the difficulties facing the specific field of operation. In the case study provided, the analysis of coach Knight and coach k is provided. The two coaches are successful in their field of work although the different style of leadership is applied by each of them in their activities. Coach Knight led through intimidation and tough discipline on the other hand Coach K led through positive reinforcement, confidence and also trust (Zentner, 2015).

The two coaches in the case study have some similar and different approaches when it comes to leadership. The similarities and differences between the two provide a perfect basis for contrasting and comparing the coaches. One if the similarity is that both of them have effective leadership styles that help them maintain good records and achieve great success in winning. Each coach exhibits major achievements in their accomplishment as leaders. Coach Knight was able to exhibit achievements such as three national championships, the only coach to do a triple crown and also four coaches of the year (Sitkin & Hackman, 2011). Similarities occur as coach k also has three major accomplishments in his career. Coach k was eight times coach of the year won three national championships as his counterpart coach Knight and was also honored the best America coach in 2002 while considering all the sports. Both the coaches are passionate, competent and also disciplined in nature that is a major reason for their great achievements (Sitkin & Hackman, 2011).

The two coaches are also different where their differences are mostly exhibited in their leadership philosophies. Coach Knight uses the sincere communication, supportive encouragement and also reinforcement in his leadership style. His leadership philosophy is more about the trust and the sense of caring. On the other hand, his counterpart coach Knight assumes that people are inferior in nature with no self-drive. Coach Knight believed that unless the team is forced or clearly shown what it entails to become successful, they will not achieve any objectives and set goals (Zentner, 2015). These styles indicate the different leadership philosophies between the two where Coach K employs a sense of family approach while coach Knight is strict with a more harsh style of leadership. The leadership style by coach Knight is more about tough discipline and strictness during the performance of various activities (Sitkin & Hackman, 2011). The basic assumption about motivation and leading by coach Knight is that people should follow a hard motivational track to succeed. Coach Knight assumes that people need strict follow up for them to achieve the set goals. Coach K believes that people should be motivated in a personable and positive way. Motivation would be easily acquired through having trust and proving encouragement effectively. According to coach k, leading others entails the use of positive reinforcement and also having confidence in others (Zentner, 2015).

Coach k has a more effective leadership approach as compared to coach Knight. Coach k uses a positive motivation approach as compared to Coach Knight, who uses a negative motivational approach. The leadership style by coach Knight is old fashioned, unacceptable and difficult for application in the currently developing world. The style of leadership by Coach K is peaceful and favorable to most people and also meets the current standards of behavior (Sitkin & Hackman, 2011). In this case Coach K is more effective than coach Knight.


Sitkin, S. B., & Hackman, J. R. (2011). Developing team leadership: An interview with coach Mike Krzyzewski. Academy of Management Learning & Education, 10(3), 494-501.

Zentner, A. (2015). Outside of the Lines: A Comparison of Leadership Styles of Two Collegiate Athletic Coaches. Available at SSRN 2625895.

  1. We can write this or a similar paper for you! Simply fill the order form!

Social Media the Solution to all Marketing Problems

Social Media the Solution to all Marketing Problems “Social media has become the marketing tool for the 21st century and companies should exploit it fully if they are to survive.”

Social Media the Solution to all Marketing Problems
Social Media the Solution to all Marketing Problems

Is social media really the solution to all marketing problems? Discuss.
the topic is: “Social media has become the marketing tool for the 21st century and companies should exploit it fully if they are to survive.” Is social media
really the solution to all marketing problems? Discuss.
You must use all the resources which I upload.
There will be three resources two are articles and one from the internet.
You are not allowed to use other resources.
The link of internet resource: