Review three typical tactics used by marketers to leverage WOM and opinion leadership:

Social media

User-generated content

Consumer testimonials

Choose one of the three tactics listed above to focus on for this assignment.

Using the selected tactic, research two examples (separate from the ones provided in the book) of companies successfully using that tactic to drive word of mouth and opinion leadership. Try to find recent examples (within the last two years).

Answer the following questions for each company example. You will present the information gleaned either through a video or visual presentation.

What is the company name? What does it sell? What are words that define its brand? When did the company start? (And other related questions.)

How does the company position itself?

How was the tactic used? Why was it successful as it relates to consumer behavior? What, if anything, could be improved or done differently?