Social Media: The New and Growing Battlefield for Brands.

Type of paper: A secondary research manuscript that follows ‘general’ APA form (there are a few changes, as specified below).
1. Use: (a) Times New Roman 12 pt. type [changes are allowed for emphasis, such as sub-heads, etc.], (b) double spacing [single spacing used for long direct quotes and references list], (c) 1” margins on all 4 sides.
2. Paper will contain: (a) cover page, (b) Table of Contents, (c) Executive summary, (d) manuscript, and (e) References.
3. Graphics (tables, charts, pictures, links to videos, etc.) are essential for this paper. They should be inserted where they are discussed in the manuscript.
6. The manuscript portion of the document ranges from 7 to 12 pages (7 to 10 pages if no graphics were inserted—the higher page count allows for the insertion of graphics).

Topic: Social Media: The New and Growing Battlefield for Brands. The growth of Social Media has revealed ‘storytelling’ as a powerful alternative to traditional buyer-benefit product advertising. Write a manuscript where you specify the rules a brand should follow when attempting this tool for the first time. Be sure to provide recommendations on how to deliver the story to the consumer (i.e., social media and other tools to use) along with rationale for the media tools proposed. In your manuscript provide 2 or 3 examples of excellent ‘storytelling’ messages that use the tool in different ways. Be sure to provide your personal analysis of the variety of samples. Provided here are a few resources (you should provided added quality references):
Berkowitz, D. (2015, April 9). New Technologies Can Help Brands Bring Storymaking to Life
http://adage.com/article/digitalnext/technologies-brands-bring-storymaking-life/297985/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1429232415
Price, P. (2014, December 30). Why Content Marketing is an All-In Proposition. Advertising Age.
http://adage.com/article/digitalnext/content-marketing-proposition/296365/?utm_source=mediaworks&utm_medium=newsletter&utm_campaign=adage&ttl=1420575814
Herskovitz, S., & Crystal, M. (2013, Fall). The essential brand persona: Storytelling and branding. Journal of Business Strategy. Retrieved from
http://www.guillaumenicaise.com/wp-content/uploads/2013/10/herskovitz_essential_brand_persona.pdf
Gunelius, S. (2013, February 5). 5 Secrets to Using Storytelling for Brand Marketing Success. Forbes.
http://www.forbes.com/sites/work-in-progress/2013/02/05/5-secrets-to-using-storytelling-for-brand-marketing-success/