Specialized Bicycle Components, Inc. $($SBC$)$ caters to the cycling enthusiast. The company uses social media in a variety of ways, seeking to engage riders interested in various aspects of biking. This video explains SBC$$s philosophy for social media use, and offers several examples.

This activity is important because effective use of social media is crucial in today$$s world, allowing a retailer to express its brand image and values, and allowing interaction with customers.

The goal of this activity is to explain the concept of social media engagement; a three$-$part framework, reflecting how retailers should interact with customers to move them through their purchase process, across various channels and media.