MKT 574 Wk 5 - Practice: SBC Video Case | eBooks | Education

MKT 574 Wk 5 - Practice: SBC Video Case

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MKT 574 Wk 5 - Practice: SBC Video Case

Social/Mobile/Online: SBC

 

Read the overview below and complete the activities that follow.

 

Specialized Bicycle Components, Inc. (SBC) caters to the cycling enthusiast. The company uses social media in a variety of ways, seeking to engage riders interested in various aspects of biking. This video explains SBC's philosophy for social media use, and offers several examples.

 

This activity is important because effective use of social media is crucial for companies in today's world, allowing a brand to express its image and values, and allowing interaction with customers.

 

The goal of this exercise is to test your understanding of concepts related to social media by applying them to the SBC examples.

 

The ability for people to come together online has moved the conversation about an organization and its offerings away from the organization as initiator and into the hands of the public. Customers speak directly to each other about the good and bad of their product and service experiences. Organizations can monitor, participate, and respond but they cannot control this external dialogue, thus creating both opportunities and threats for organizations as they look to first understand the impact of social media on their business and then to develop effective marketing strategies to manage it. The key forms of social media most relevant to marketers are social networks and viral marketing, product/service review sites, and online brand communities.

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