Read the Case Study $-$ "JetBlue: Bringing humanity back to the feed" $-$ see below.

You are an account manager at 'Buzzmakers' $-$ a social media agency $-$ which manages social media for many small to medium sized consumer brands. You have been asked by your CEO to write a short briefing paper for your clients $(3$ pages single spaced$)$ about the JetBlue social campaign described in the case study. A number of clients have seen the success of this campaign and are asking how they can activate in a similar way.

Your briefing paper should be written as a practical business document $-$ with headings and bullet points $-$ from Buzzmakers to its clients. It should contain the following sections:

Executive summary

Consumer insights that are valuable to our clients

How JetBlue created its strategy

Tactics which worked well

How to measure the performance of a social campaign

$3$ key actions that clients should take in their own social feeds

Your clients do not need a repeat of the case study. Please be sure to make this an analytical briefing paper that gives your clients clear insights and direction

This assignment will be graded using the following criteria:

Depth of understanding of all aspects of the case study the applicable learnings for social media marketing

Strength of analysis and explanation of the consumer insights contained in the case study$$

Critical thinking displayed through the analysis of JetBlue's strategy and tactics$$

Quality of recommendations which should be creative, feasible recommendations supported by evidence from the case study.

Presentation and communication of the briefing paper which should be concise, logical and essential reading for Buzzmaker's clients.