CHAPTER 13 – A Social Media Campaign for Yogurt Program

Read Case Activity: A Social Media Campaign for Yogurt Program on page 388. Answer the questions in the Writing Prompt section and provide your opinion on the use of social media (based on the chapter) for the public relations activities part of their marketing plan. Discuss your specific views with someone else in the course.

Case Activity: A Social Media Campaign for Yogurt Program
Happy Valley Yogurt distributes its products nationally and has about 25 percent of the market. It makes a variety of flavors, and about 80 percent of its sales come from individual packages of eight ounces. The company has done the standard marketing, advertising, and public relations activities, but your public relations staff believe sales could increase with the use of social networking sites such as Facebook, Twitter, YouTube, Instagram, and Pinterest.
Prepare a proposal to management showing how Happy Valley can tap social media for fun and profit. You need to consider the special characteristics of these sites and what kind of content would be appropriate.

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