Create a Big Idea and Plan Integration If negative commentary was found to be signifi cant, identify customer service, product, operations, HR, or marketing message problems that need to be fi xed before moving forward with a social media plan.

Then gather and conduct consumer research through primary and secondary methods to discover a key actionable consumer insight that leads to a campaign big idea with legs:

• Gather all research and uncover a key actionable consumer insight.

• Create a big idea that has legs across traditional and social media.

Make note of current traditional marketing, advertising, PR, and digital marketing eff orts and explain how current traditional eff orts will be integrated into the new social eff ort:

• Explain the current promotion, concept, character, theme, and tagline.

• List how the current eff ort will be integrated with the new social media big idea.