Read Case Activity: A Social Media Campaign for Yogurt Program on page 244. Answer the questions and
provide your opinion on the use of social media (based on the chapter) for the public relations activities part
of their marketing plan.
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Case Activity: A Social Media Campaign for Yogurt Program
Happy Valley Yogurt distributes its products nationally and has about 25 percent of the market. It makes a
variety of flavors, and about 80 percent of its sales come from individual packages of eight ounces. The
company has done the standard marketing, advertising, and public relations activities, but your public
relations staff believe sales could increase with the use of social networking sites such as Facebook,
Twitter, YouTube, Instagram, and Pinterest.
Journal 13.5: What Do You Think?
Prepare a proposal to management showing how Happy Valley can tap social media for fun and profit. You
need to consider the special characteristics of these sites and what kind of content would be appropriate
