Sedona, Arizona, is a city of 10,000 people surrounded byCoconino National Forest. At an elevation of 50,000 feet, Sedona isconsiderably higher than the valley cities of Phoenix and Tucsonbut 2,000 feet below the altitude of Flagstaff. This middleelevation provides a moderate climate that is neither too hot inthe summer nor too cold in the winter. Sedona is surrounded bygorgeous sandstone red-orange rocks and stunning red rock canyons.This beautiful city was the location for more than 60 movies, mostof them westerns, between 1930s and the 1950s. If you've everwatched an old black-and-white western, it was likely situated inSedona. Among the well-known movies located in Sedona areStagecoach, Johnny Guitar, Angel and the Bdman, and 3:10 to Yuma.Many who visit Sedona believe there is something peaceful yetenergizing about the area, especially in certain locations known asvortices. According to VisitSedona.com. "Vortex sites are enhancedenergy locations that facilitate prayer, meditation, mind/bodyhealing, and exploring your relationship with your Soul and thedivine. They are neither electric nor magnetic. Tests withscientific instruments have failed to identify any unusual readingsof known energy types, and yet many people, of all religions andreligious persuasions, believe there is something about Sedona thatfacilitates spiritual practice. For a city of its size, Sedona hasmany more churches than one might expect. including the CatholicChapel of the Holy Cross. Protestant churches of manydenominations, a Latter-Day Saints (Mormon) church, a localsynagogue, and the new-age Sedona Creative Life Center. Because itis situated in the middle of a national forest, Sedona issurrounded by hundreds of miles of hiking trails; it is possible tohike every day for a year and not use all the trails. The area washome to Native Americans in the 12th and 13th centuries, and thereare numerous cliff dwellings and other native sites nearby. As arelatively young modern city, Sedona does not have the culturalhistory of Santa Fe or Taos, New Mexico. Nonetheless, there is aburgeoning arts community centered around Tlaquepaque, a 1980-sbuilt shopping are modeled on a Mexican city of the same name. Aswith many tourist destinations there are tensions. Pink Jeep Toursruns daily trips of raucous tourists past vortices occupied bymeditating spiritual practitioners. With its Hollywood past, Sedonais home to many Los Angeles expatriates, and at the local healthfood store, it's possible to see 50-something blond women wearingtight pants and jewel-studded, fresh-from-Rodeo-Drive sandalsfighting for the last pound of organic asparagus with aging malehippies shaking their white-grey ponytails off the shoulders oftheir tie-dyed shirts. The emerging arts community wants to beserious; the uptown jeep-riding tourists want to have fun withfour-wheel thrills and margaritas (we hope in that sequence).Hikers want to visit petroglyphs, while nature preservers don'twant the locations of those sites to be known. Those seekingspiritual guidance want enlightenment in silence, while the localswant to shut out everyone, just as long, that is, as their propertyvalues increase at a steady pace, year by year. meanwhile, theLearjets and Citations fly in and out carrying who-knows-whoHollywood celebrity from her home behind the walls of Seven Canyonsresort. And businesses in town want to have reliable, year-roundrevenue and not too much competition. Given all that, let's supposethat the Sedona Chamber of Commerce has just hired you as itsfirst-ever manager of community social media. It wants you toprovide advice and assistance to local businesses in thedevelopment of their social media sites, and it wants you to manageits own social media presence as well.

QUESTIONS TO ANSWER Search Facebook for Sedona, Arizona. Examinea variety of Sedona-area pages you find. Using the knowledge of thetext book's chapter 8 and your personal social media experience,evaluate these pages and list several positive and negativefeatures of each. Based on these observations, make suggestions onways they could improve. Repeat Question 1 with another socialmedia provide. You may use Twitter, Instagram, or any other socialmedia provider of your choice. The purpose of a Chamber of Commerceis to foster a healthy business climate for all of the businessesin the community. Given that purpose, as well as your answers toQuestions 1 and 2, develop a set of 7-10 guidelines for localbusinesses to consider when developing their social media presence.Based on your reading in the Case Study, you should be able to seethat Sedona has quite a number of potentially conflicting communitygroups. Explain three ways that the Chamber of Commerce can usesocial media to help manage conflict among this different groups soas to maintain a healthy business environment. Refer to Figure 8-5(Social Media in Value Chain Activities) in Chapter 8 of thetextbook and state how the focus of each of the primary value chainactivities pertains to the Chamber of Commerce. If one does notpertain, explain why. In your answer, please be clear about who theChamber's customers are. Given your answer to Question 5, andconsidering your responsibility to manage the Chamber's socialmedia presence, state how each applicable row of Figure 8-5 guidesthe social media sites you will create. Using your answers to allof the questions above, write a job description for yourself. Writea one-two paragraph summary of this exercise that you could use todemonstrate your knowledge of the role of social media in commercein a future job interview.