Brand: Aiden by Best Western. Please be specific on actual examples in each question. 1. Identify your brand. 2. Identify all of your brand's social media channels that are implemented. 3. What are the different supporting components of the social media value chain? List an example for each social media value chain you identified. 4. First, define the following terminology for social media marketing, then list examples for each (or attach/link examples). Nodes/Ties Hubs/Pumps Paid/Earned/Owned social media 5. Choose a specific social media platform (e.g., Instagram, Facebook, etc.) and conduct a brief general social media content analysis of your brand within the past month as following: What type of contents are posted? o Pictures (What type? Be specific: attach visual examples/screenshots) o Videos (What type? Be specific: attach visual examples/screenshots) How often are contents posted? On average, what time of the day are the contents posted? Are they doing any paid social media? If so, on which channels? And how often? 6. Select and identify your brand's competitor (choose a specific hotel brand). Then, Describe a recent example of their social media marketing success. For example, did some posts or content work particularly well, and why? (attach visual examples/screenshots) Describe a recent example of failure of their social media marketing. For example, did some posts or content work particularly badly, and why? (attach visual examples/screenshots) 7. Overall, evaluate your brand's social media marketing performance by observing some of the following key metrics (Likes, Shares, Friends/Following/Followers): Identify what your brand is doing better on social media marketing than its competitors (at least 2 examples). Identify what your brand can benchmark from the competitor's social media marketing (at least 2 examples). Identify what your brand needs to improve on social media marketing (at least 2 examples). 8. Reference list