Week 1

Ready, Aim, Fire: Targeting Consumers

Fulgoni, Gian. “How Brands Using Social Media Ignite Marketing and Drive Growth Measurement of Paid Social Media Appears Solid But Are the Metrics for Organic Social Overstated?” Journal of Advertising Research, pp. 232-236, Sept 2015. Web. 5 Oct 2016.

Nwazor, Toby. “6 infallible reasons to take your business to social media.” Business 2 Community, 5 Aug. 2016.

Rampton, John. “5 powerful ways social media has forever altered the way we do business.” Mashable Business, 14 Sep 2016.


Shifting Communication Paradigms

“How influential is a brand’s social media presence during the holiday season?” eMarketer, 4 Oct 2016.

Kent, Michael and Taylor, Maureen. “From Homo Economicus to Homo dialogicus: Rethinking social media use in CSR communication.” Public Relations Review, no. 42, 2016, pp. 60-67. Web. 4 Oct 2016

Young Entrepreneur Council. “How should startups foster communication as they grow?” SmartBrief, 28 Sep. 2016. Web.


The Social Media Takeover

“Ad Age social media facts 2016.” Ad Age, 26 Sep 2016. Web. 4 Oct 2016.

Hewett, Kelly, William Rand, Roland T. Rust, and Harald J. Van Heerde. “Brand Buzz in the Echoverse.” Journal of Marketing 80.3 (2016): 1-24. Business Source Complete. Web. 4 Oct. 2016.

Sloane, Garett. “Nike and Others Dive Into Instagram Stories: Why Marketers Already Like It Better Than Snapchat.” Ad Age, 3 Aug 2016. Web. 4 Oct 2016.

Wortham, Jenna. “Social media got you down? Be more like Beyoncé.” New York Times, 27 Sep 2016. Web. 4 Oct 2016.


Traditional vs. New Media

Dornfield, Stuart. “How to Invest in Better Marketing – Part Two” Smart Brief, 9 Sept. 2016. Web. 04 Oct. 2016.

Hewett, Kelly, William Rand, Roland T. Rust, and Harald J. Van Heerde. “Brand Buzz in the Echoverse.” Journal of Marketing 80.3 (2016): 1-24. Business Source Complete. Web. 4 Oct. 2016.

Walker, By Matt. “4 Ways Agencies Can Add Meaning to Corporate Social Responsibility Programs.” AdWeek. Adweek, 30 Aug. 2016. Web. 04 Oct. 2016.


Where Did Print Go?

Peters, Brian. “We interviewed 75 top social media marketers. Here’s what they’re working on, today.” https://blog.bufferapp.com/social-media-projects, 16 June 2016.

Social Outreach. “Social media advertising advantages.” Online video clip. YouTube. YouTube, 1 July 2015.

Yang, Shuai et al. “Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness?” Journal of Marketing Management, vol. 32, nos. 5-6, 2016, pp. 526-557. Web. 4 Oct 2016.