學門類別
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Can Facebook Save Our Furry Friends?
內容大綱
A local, non-profit, no-kill animal shelter is committed to rescuing homeless cats and helping them find permanent homes. This shelter offers a wide variety of services, including adoption, foster programs, low-cost spay and neuter services, and low-income assistance programs for local pet owners. With a personnel shortage at the shelter and increasing numbers of homeless cats in the area, the executive director must look for ways to effectively allocate the organization’s limited resources. She wonders whether some form of social media marketing might be the answer.
學習目標
This case is intended for an introductory marketing course and is meant to be used as supplementary material to stimulate a discussion on the use of social media. The case focuses on a struggling non-profit organization that seeks to determine the return on investment of utilizing social media. The case engages students to discuss social media strategies, particularly for non-profit organizations — in this case, an animal shelter.