Imagine, you are a social media consultant and you are in charge of conducting online research on Nike's social media marketing and content marketing.

1. Describe how Nike has used social media in 1. Monitoring role 2. Responding role 3. Amplify role 4. Lead role.

For each role, first describe the role conceptually (see McKinsey article, "Demystifying social media") and then discuss how Nike has implemented specific social media tools and strategies to fulfill each role.

2. Define each of the following terms: a. Inbound marketing b. content marketing.

3. Describe two examples of content marketing strategy implemented by Nike.

4. Provide a brief background on the "Social Mention" tool, what it does etc. You can find this information when you click on the "About" tab within the Social Mention Link.

5. Search for Nike on the Social Mention tool search bar. Interpret the following metrics provided by Social Mention

a. Define the following metrics: Strength/Sentiment/Passion/Reach. You can hover your cursor on each metric and that will provide the definition.

b. What is the strength/sentiment/passion/reach for Nike (provide the actual number)?

6. Based on this data for Nike, provide a brief write-up (maximum 5 sentences) about your impressions of Nike's online reputation. Address the following points:

a. Is there anything that surprises you based on the data?

b. Provide two recommendations for Nike based on your analysis of the brand monitoring data. Make sure that you explicitly refer to the brand monitoring data from Social Mention while discussing your recommendations.

Grammar/spelling/editing

Citation/reference

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