If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand's social media message that are most likely to facilitate a consumer response. Design/methodology/approach -A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month (snapshot) time horizon in July 2013. The data collected from each individual post include its media type (i.e. text, photo or video), its content orientation (i.e. task, interaction and self-oriented) and the number and type of consumer response it generated (i.e. likes, comments and shares). Findings -Research findings reveal that global brands actively utilize social media, posting on average three messages per week and generally use photos (as a media type) and interaction-focused content (as a content orientation) to secure consumer responses. However, differences in consumer responses exist along various product categories, message media type and message content orientation. Practical implications -Findings imply that marketers should not only carefully consider the media type they use to message consumers on social media but should also try to consider the individual consumer's motive for interaction. Originality/value -This article suggests a new way to study social media content by applying pre-existing communication frameworks from salesmanship literature as a way to define message content orientation.

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This amide examines the opportunity that marketing and advertising educators have to direct service-learning projects in interactive marketing for community partners who request help with a Web site upgrade or redesign. Service-learning pedagogy is based on the interaction and aligned interests of four distinct groups: faculty (as content specialists), students, the university (as a mission-driven social institution) and community partners. After discussing the goals and scope of service-learning and how it applies to business programs and advertising curricula, the paper outlines a process model for service-learning projects that focuses on Web site design and content management analysis. Theoretical frameworks, reference studies and tactical processes for project completion are examined and discussed.

Social Media not only present advertisers with new and interactive ways to connect with customers but they are quickly becoming a fixture of the modern college/university class environment. Social networking sites, blogs, games and end-user generated content are now relevant in both a commercial and educational context. This article examines how student prior knowledge and experience with social media can be leveraged by advertising educators to achieve a variety of learning outcomes. A framework for implementing active learning exercises from student self-assessments of various social media advertising techniques is discussed in connection with the Word Press (open source) blogging platform. The specific advertising techniques profiled include affiliate network advertising, YouTube video overlays, interstitial ads and pre-roll ad swapping in Hulu.