Social Media Implementation: Directive To Action

Abstract

This case is based on the authors’ external review of the development, design, and implementation of a social media project at the Maryland Automobile Insurance Fund (MAIF). Both public and private sector companies are seeking social media as an additional approach to engaging customers. The use of social media, in this case, will provide students with an opportunity to examine and analyze the issues and challenges encountered by MAIF and similar organizations’ foray into social media. The case immerses the reader in the development of a social media project, requiring project analysis, evaluating multiple solutions, and assessing the challenges posed by alternative approaches. Additionally, the reader will have to propose a planning strategy that will build support consensus among the varying stakeholders while aligning with MAIF’s mission. The case allows a professor to discuss possible solutions and encourage students to develop their own individual approaches. Students will be able to outline the objectives of the project and then provide a supporting strategy.