Molson Canada Social Media Marketing Case Solution

1. What issues and considerations are involved in using social media as part of a marketing program? How is a social media campaign different from a traditional media advertising campaign?

a. Issues and Considerations involved in social media marketing: 

Social media is a form of communication via digital means. Its advent has presented widespread opportunities for businesses to market their products and services. The goal of social media is marketing to draw attention to a company's products using creative techniques. 

The engagement with early users of a product is particularly crucial since they provide the organization with instant feedback. As a result, product modifications and enhancements may be implemented early in the product's lifetime. Facebook, LinkedIn, Twitter, XING, and YouTube are the most popular social networking platforms. One of the most significant issues that might develop from a social media campaign is the risk of the activity spiraling out of control. It could lead to a difference between the intent and impact of an organization's advertising. If the user's viewpoint differs from that of the corporation, the customers have the option to express their viewpoints both constructively and destructively. Because the internet is the fastest channel for spreading thoughts, the consumer's incomprehension will propagate quickly across the community, damaging a company's reputation. 

Another consideration to take into account is the selection of appropriate target audiences and platforms. Investing in the incorrect platforms can quickly deplete a firm's budget, especially if it utilizes sponsored advertisements frequently. If a company's decision-makers aren't sold on social media marketing in the first place, they could pull the plug if you make this mistake. 

Lastly, though a company can market its product globally through digital media, there are cultural barriers and differences that companies have to consider. For example, tipping culture in the US is promoted, but tipping in Japan is considered rude. Global companies must take these cultural differences into account to devise an appropriate social media marketing campaign. 

b. Differences between traditional media and social media advertising:

First and foremost, marketing via social channels relies only on virtual communication platforms such as Twitter, Reddit, and Instagram. On the other hand, the conventional media campaign is built on television, newspapers, radio, and movies. In addition, social media has low entrance barriers, such as inexpensive expenses and easy accessibility. Contrarily,  a traditional campaign necessitates significant financial and production resources. Traditional media needs specialized expertise and extensive training to run a successful campaign, while a social media campaign does not need such specialized understanding. Another distinction is that companies can decide upon whom to target on social media, whereas traditional marketing cannot fully control who views their content.