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one into the Another stated, "This has been thanks that I could play it for free!!"-failing to ation that in addition to free play, Warner Bros. was paying them thousands of dollars. statement, an PIC representative said: "Consumers have the right to know if reviewers "providing their own opinions or paid sales pitches. Companies like Warner Brothers soed to be straight with consumers in their online ad campaigns" (FTC, 2016). To help wands and influencers, the FTC offers several guides covering the characteristics of deceptive advertising in social media and suggestions for effective disclosure (FTC, 2019). CASE STUDY 221BC'S SOCIAL PUBLISHING STRATEGY Social publishing is a critical zone for 221BC. This is because this zone best fits 221BC's mission to educate the public on the value of real food and the importance of gut health to one's overall wellness. Social publishing will support 221BC's marketing objectives by supporting some of the social media marketing tactics we discussed in Chapter 5, specifically contributing (contributing in a meaningful way) and educating (teaching, explaining, or coaching). To make the most of the zone of social publishing, 221BC must contribute meaningful content which educates the target market about the benefits of 221BC kombucha as a gateway food to total wellness. As described in the chapter, social publishing leverages content marketing, which is a strategic approach focused on creating and distributing valuable content to attract and retain the audience. It is also appropriate for 221BC's brand personality, which seeks to emphasize authenticity and integrity. Thus far, 221BC's content types include blog articles, videos, recipes, and Instagram stories. It uses image posts as part of its zone of social community. 221BC's microinfluencer strategy is also a part of the zone of social publishing as this results in additional content and the ability to reach an expanded audience. (Continued)Z21BC publishes blog articles and videos on its blog, Biome 1.0, which is housed on the 221BC website at https://kombucha221bc.com/. The blog articles will be promoted on social media channels using image posts with teaser copy and a link to the blog post. In this way, 221BC can distribute and promote its content. Some blog posts feature recipes. such as Aneta's recipe for essential oil skincare, and these recipes can also be distributed directly via social media channels like Instagram. Other blog posts explain the value of gut health, highlight foods that are go-to staples for clean eating, and provide lifestyle tips for balanced living. Looking at the Content Value Ladder, 221BC has focused on original content that is authority-building. The company should strive to develop articles that will serve as pillar or flagship content. How-to articles or videos are a natural fit for 221BC to develop pillar content as how-to articles are popular and well-suited for the educational mission of the brand. 221BC's social content strategy focuses on 1) healthy recipes, 2) tips for clean eating, 3) whole body wellness, 4) fitness, and 5) balance across all areas of life. All of these lend themselves to titles with a resource hook. The blog can be improved with the addition of share tools that would allow readers to share a link to the article with their own social networks. Share tools help diffuse the valuable content, and the links support social media optimization. In addition, 221BC should promote these high-value articles and videos with brief Instagram, Facebook, and Twitter posts. The more people are exposed to the message, the better the results. Importantly, one of 221BC's founders, also invests in a social content strategy. She shares Instagram Stories using the same content strategy as 221BC and highlights the brand in her stories. This helps further promote the brand's content own perso in building Aneta'sdevelop pillar content as how-to articles mission of the brand. 221BC's social content strategy focuses on 1) healthy recipes 2) tips for clean eating, 3) whole body wellness, 4) fitness, and 5) balance across all areas of life. All of these lend themselves to titles with a resource hook. The blog can be improved with the addition of share tools that would allow readers to share a link to the article with their own social networks. Share tools help diffuse the valuable content, and the links support social media optimization. In addition, 221BC should promote these high-value articles and videos with brief Instagram, Facebook, and Twitter posts. The more people are exposed to the message, the better the results. Importantly, one of 221BC's founders, also invests in a social content strategy. She shares Instagram Stories using the same content strategy as 221BC and highlights the brand in her stories. This helps further promote the brand's content while building Aneta's own personal influence. While social publishing is important for the brand's social media marketing strategy, it is not the only kombucha brand using social publishing. GT's Living Foods is active in this zone. It posts recipes on its website, on Pinterest, and on YouTube. While the content is somewhat repetitive across these channels, the recipe format is customized for the channel location. The Pinterest and YouTube recipes are also easy to share, which provides social media optimization. DISCUSSION QUESTIONSshares Instagram brand in her stories. This helps further promote the D eta's own personal influence. While social publishing is important for the brand's social media marketing strategy. it is not the only kombucha brand using social publishing. GT's Living Foods is active in this zone. It posts recipes on its website, on Pinterest, and on Youtube. While the content is somewhat repetitive across these channels, the recipe format is customized for the channel location. The Pinterest and YouTube recipes are also easy to share, which provides social media optimization. DISCUSSION QUESTIONS 1 What other types of content would fit 221BC's brand message and strategy? 2 Create a list of blog post titles that fit 221BC's social content strategy. 3 What search engine optimization tactics should 221BC pursue to support its social publishing strategy? 4 What role will microinfluencers play in 221BC's social publishing strategy