1. How does social marketing and the use of influencers work? a) What is influence marketing? b) What is an influencer? c) Why do they have value? d) How do you think firms choose influencers? e) How does social marketing influence work, i.e., how do influencers get paid? 2. Should Sean recommend employing a single macro-influencer or multiple Micro- influencers? 3. What metrics and analysis should Sean use to decide the right strategy? And why? 4. What is the role of the product/ product category in selecting the right influencer(s), i.e., product-influencer interaction 5. What additional factors should be kept in mind when making social marketing decisions, followed by a wrap-up of the discussion