CHAPTER CLOSING CASE

SOCIAL MEDIA IMPLEMENTATION BY SMALL AND MEDIUM-SIZED ENTERPRISES: THE CASE OF LUXURY FOOD STOP..

Discussion Questions

1. The marketing manager of the Luxury Food Stop has opened two unproductive social media accounts. What are the dangers of doing this without any intention of continuously updating and maintaining them?

2. Discuss the other social media errors that the marketing manager may be creating for the company.

Social Media Marketing in Luxury Food Stop Two years ago Luxury Food Stop implemented social media as part of its marketing strategy. The store used three social media platforms, namely Facebook, Twitter, and Instagram. Cur- rently, Luxury's Facebook platform has 1,268 page "likes" and in the month of October 2014, the company posted 20 times. Its Twitter account has 27 fol- lowers with 2 tweets and its Instagram account has 13 followers and 5 posts. Although, the marketing manager has been encouraged by some positive response to Luxury's activity on social media, the online interaction with customers has not grown or progressed as first anticipated. This has caused the marketing manager to concentrate on Facebook and neglect Twitter and Instagram, which were last updated a year ago. This attitude of disinterest has created a negative rather than a positive impact on customers. The company has lost followers on Twitter and visits to its Instagram page have fallen