Eron has just been hired as a Social Media Intern at the fictional NEW company. The company specializes in contactless delivery options for firms that want to meet the needs of their customers for safe delivery but don't have their own delivery service. The company is a startup and Eron is part of a new social media team with a handful of employees. The company is growing fast and everyone is doing their own thing in terms of social media. There are two customer personas. One persona is the person seeking fast delivery and the other is a person working at a company that needs a contactless delivery option. The CEO is very busy and doesn't seem to have much time for the social media campaign, except when a social media crisis occurs and there needs to be a response. There is a Social Media Manager and all areas report to that person, meaning content management, community management, and individual contributors and interns. Eron's boss calls him in to the office and says things are a mess. She says "Eron, you are taking a social media course. Don't they teach you anything about how to manage the social media function? Come up with a plan for us by the end of the week." Consider these case questions to help Eron respond to this challenge and answer them referring to the tools in this chapter. 1. If you were in Eron's position, how would you go about analyzing the company situation and why? 2. What tools would you use to define goals and link goals to the social media structure and why? 3. What structure would work best for the organization and why? 4. Should you involve the CEO in the social media function and, if so, how would you go about doing so?