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Leveraging Social Media for Small Business Marketing: The Case of Ablaze Naturals
Abstract
This chapter presents a case study of Ablaze Naturals, a small, natural skincare company facing marketing challenges during the COVID-19 pandemic. The case explores how the company can leverage social media to increase brand awareness and sales when traditional marketing avenues are disrupted. Students are tasked with developing a social media marketing strategy for Ablaze Naturals, considering the company's core values of sustainability, ethical sourcing, and natural ingredients. The chapter provides discussion questions, assignment options, and teaching notes to guide instructors in using the case to teach business communication, marketing, and social media skills. By engaging with this case, students learn to create content for various social media platforms, understand platform-specific best practices, and develop integrated marketing plans. The case emphasizes the importance of digital skills in today's job market and prepares students to navigate the dynamic digital landscape, regardless of their major.
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