1. How should Oreo’s success in social engagement be evaluated?  What metrics would be most useful?  Consider both the usage-specific metrics that a social media provider might supply as well as outcome-based measures.  What are the pros and cons of relying on one of these types of measures vs. the other?

2. While growing their social media presence, Oreo continues to advertise in traditional media.  Why is it important to ensure that messages are consistent among platforms?  What specific tactics could be used to ensure this consistency?

3. Although most of Oreo’s social media efforts are directed towards adults, many Oreo lovers are children.  To what degree should Oreo also have a focus on marketing directly to children?  What are the risks and ethical considerations of such an approach?  Are there approaches to marketing Oreos to children that would stand up to ethical scrutiny?  (Among other issues, consider the trend toward childhood obesity.)