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Herding Cats by Michael Weiss, Andrew Rohm

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Chapter 7

Social Media Marketing Best Practices

The following three case studies highlight the social media marketing strategies and tactics of three brands of varying size competing in three unique industries. The first case study features the Old Spice brand and its efforts to grow sales and market share within the men’s body wash category. The second involves the surf and skate lifestyle brand Quiksilver Inc. and a social media-fueled global campaign to promote its DC Shoes brand. The third case study features The Roadery, a start-up motorcycle touring company launching its business primarily with social media on a shoestring budget. These three brands are featured in this “Best ­Practices” chapter because they represent companies of differing ...

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