Writers, consultants, and industry professionals frequently jump at the chance to publicly share wil ...

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Writers, consultants, and industry professionals frequently jump at the chance to publicly share wildly successful social media campaigns. On the other hand, they also enjoy telling cautionary tales about social media branding disasters. For this assessment, you will: Examine 1 successful and 1 unsuccessful social media marketing campaign to understand how social media marketing impacts consumer behavior, loyalty, and the brand’s overall marketing performance. Research online news stories, marketing consulting group case studies, digital advertising magazine articles, and other marketing business sites that discuss trends in advertising and social media. Locate a recent news or industry article about 1 successful social media campaign and 1 unsuccessful social media campaign. Write a 350- to 525-word report detailing the following: Summarize each campaign. Identify the target audience for each campaign. Analyze how each campaign positively or negatively impacted consumer behavior. Evaluate how each campaign performed, in terms of promoting brand awareness and customer loyalty or how it discouraged it. Summarize how each of these social media campaigns did or did not align with the brand’s other marketing activities.