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Step 1: Read the Kings Bluff Brewery Case study (attached document.)
Step 2: Rea
Step 1: Read the Kings Bluff Brewery Case study (attached document.)
Step 2: Read the three supplemental materials (each has a link to it)
Social Network Theory- https://medium.com/swlh/social-network-theory-a-literature-review-for-understanding-innovation-programs-7f1c214e9a77
Uncertainty Reduction Theory- https://www.youtube.com/watch?v=j5HasECwSyc
Uses and Gratifications Theory – https://www.communicationtheory.org/uses-and-gratification-theory/
Step 3: Develop concise, thoughtful responses to the four case questions.
Step 4: Copy and paste the four questions (below). Beneath each question, provide your single-
paragraph response. Pretend you are a consultant **in 2019**. Note: You’ll need to look at
2019 social media trends and data. Pew Research Center is a fantastic starting point.
Your work should make evident you:
1. Understand each theory. Do not copy and paste a direct quote explaining the theory.
Speak as though you are explaining the theory to a business owner in simple, actionable
terms.
2. Reviewed 2019 social media trends at Pew Research Center and made
recommendations based on THAT period in time.
3. Typed your work into Word, edited and addressed spelling and grammar issues, then
copied and pasted into the discussion board.
4. Understand how to use sources to support you recommendations. You need at least
four credible sources.
a. YES: Pew Research Center, HubSpot, Social Media Examiner.
b. NO: Random blogs, unverified online sources
Question 1: Network Selection and Management
Which social networking sites should KBB use? Who should manage them? Provide supporting rationale and research. Use superscriipt numbered citations aligned to resources list at end of response.
Question 2: Leveraging Social Networks
Through the lens of social network theory, explain why social media is a critical component of the promotional strategy for KBB, a new business seeking to build community and grow sales. Use superscriipt numbered citations aligned to resources list at end of response.
Question 3: Understanding Usage Behavior to Strategically Shape Content
What uses and gratifications may drive craft beer drinkers to follow and engage with KBB brand pages on various social networking sites? How can KBB use that information to strategically develop social media content aligned with their mission? Use superscriipt numbered citations aligned to resources list at end of response.
Question 4: Reducing Consumer Uncertainty
Think about the reasons KBB customers, both prospective and existing, may experience uncertainty. How can KBB use social media to create a sense of certainty and, ideally, move consumers toward a long-term relationship? Use superscriipt numbered citations aligned to resources list at end of response
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