Take the plan beyond marketing promotion and communication to other aspects of the Four Ps or Four Cs. What social intelligence does the organization need and what projects or functions could be performed by crowdsourcing? • List how social media research could support research eff orts.

• Identify projects or functions that could use crowdsourcing.

Identify educational and/or entertaining text, photo, and video content for content marketing sharing. Also, devise a strategy and policy to engage and reward brand evangelists:

• Explain the content the brand can create or co- create to match target audience interests.

• Create a brand- evangelist program to both engage and reward the brand advocates.

Analyze the current customer- care system and plan a structure for a cross- functional social- care team:

• Identify the current customer- service system and how social media is monitored.

• Plan a structure for a cross- functional social- care team to address all social information.