Bringing the Chapter to Life – Chapter 2

Page 29: Learn more about GM’s Buick MomentofTruth campaign at

Page 33: Read MarketingSherpa’s view of the Phases of Social Media Maturity

Page 35-36: Explore Beall’s website and its use of social media

Page 37: Learn more about tools for assessing the competition during the situation analysis stage of the strategic social media marketing planning process.

Pages 43-47: Explore Benjamin Moore’s social media marketing presence!/benjamin_moore

Page 45: Read Griffin Farley’s perspective on propagation briefs.

Page 47: Explore how social media was integrated into the promotional plan for the movie, Eat Pray Love.!/EatPrayLove

Page 50: Read WOMMA’s full guidelines for developing social media corporate policies.

Page 54: View Coca-Cola’s social media policy at



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