SOCIAL MEDIA MARKETING - Overview and Case Studies (2008)

The document discusses how companies are using social media for marketing. It provides examples of campaigns by Skittles, Best Buy, Ford, Hyundai, Scion, and BMW that leverage major social media platforms like Facebook, YouTube, and Twitter. It also describes a campaign called "Story Addict" that tells a narrative story across multiple social media channels and embeds brand marketing into the characters' interactions. The campaign aims to increase audience engagement by having the characters interact with viewers on their social networks.