Social Media Marketing Assignment

Case Study #2 Assignment 
Copy the case you are assigned into a Word document. Submit your completed work as a Word document  (This Drobpox is linked to


Question 1.

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ZEN PATH is a Zen Buddhism monastery near Coos Bay, in Oregon. It is located in a beautiful spot, overlooking the ocean with breathtaking scenery. The monastery is built in the traditional Japanese temple style and has been operating for over 50 years. There are 23 full-time monks living there and depending on the time of the year and the activities another 10-15 people may be present.

Most of the funding for ZEN PATH has historically come from wealthy sponsors who are attracted to the philosophy and values of Zen Buddhism. However, the monastery has been forced during the last 5 years to rely on the tuition they charge for week-long Zen meditation retreats. These retreats target upscale white collar professionals who are seeking ways to relieve the stress of modern life and who want to explore spirituality based on the traditions of the Far East.

ZEN PATH is facing budgetary problems. The two main methods proposed are to either try to attract more sponsors through fundraising, or to expand the meditation seminars and workshops. Both methods have some limitations and advantages. Fundraising will minimize the impact of the outside world on the monastery, but given the economic conditions the potential sponsors are very few. The demand for the meditation seminars is high, but this would distort the monastery’s mission as being “beyond the material world” and create the danger that it may end up as a commercial enterprise.

What method or combination of methods should ZEN PATH select?

1.       Who are the key stake holders for ZEN PATH?

2.       What is the image that the monastery should project to the diverse stakeholders? Describe it in a short statement (20-word limit).

3.       What social media should be used and how should they be structured to help ZEN PATH deal with its financial constraints?

4.       Create a Twitter message with the purpose of introducing ZEN PATH to potential customers. The message should be viral and meet the criteria for “sticky” messages:

a.       It has to be simple

b.      It has to be unexpected

c.       It has to be concrete

d.      It has to be credible

e.      It has to provide some emotional appeal

f.        It has to be a good story

5.       The Twitter message that you created in part (4) should meet the above criteria. Please provide a detailed explanation why it meets all of them. In other words, for each of the above six criteria, write a brief explanation as how your Twitter message satisfies them.

6.       How will you measure the impact of your Twitter message? Provide specific criteria and tools!

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