1. If a company is used to planning out an advertising campaign with three print ads, two radio spots, and a TV commercial six months in advance, what challenges must they overcome in implementing a successful social media campaign?
2. Is concern about unapproved social media messages sent by employees in real time warranted? What could go wrong? Can you think of any specific examples?
1. If you are a marketer used to approving every brand message before it goes out, what best practices should be put in place to minimize concern?
2. Why is ethnographic observational research valuable? What are the potential differences in results or insight in observation versus traditional market-research surveys and focus groups?