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.