Development of an approach that considers country specific data (Canada, The United States, Brazil, and Mexico – “The Americas”), cultural norms, and other criteria to assist businesses’ in executing a marketing strategy utilizing social media. Social media provides a significant opportunity to enhance current growth initiatives.The intention will be to utilize social media with clients, but also to exploit it to become the business’ greatest form of connection to new and existing customers. Questions such as: Can social media be effectively used as a sales channel? What approach should be used in each country? Are competitors utilizing social media? Are there best practice uses of social media? Can success be measured? Can the best social media platform be predicted given certain criteria? Organizations must utilize a focused social media strategy that considers the specific objectives, the cultural norms, and the popularity of each social media platform in each country.
EMBA Project-Simon Fraser University
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