Required informationSkip to questionABC Utility Adopts Social Media Marketing This activity is important because, as a manager, you will likely contend with the challenges of using social media and digital marketing. Even if you do not purposefully launch a marketing campaign that involves social media and digital marketing, the public’s use of these tools is increasing, making it likely that you will interact with the public using these tools regarding your business. The goal of this exercise is to apply digital marketing and social media knowledge to a business situation. Read the case and answer the questions that follow. ABC Utility has an interesting marketing challenge. As the only utility in the region, ABC Utility is the only utility that the consumers in the region are able to use. Like many utility companies, ABC Utility contends with the public reputation that the company makes decisions that intentionally harm the environment and inflate the cost of electricity. However, the utility perspective of business is often different than their reputation. ABC Utility actually hopes that their consumers will use less electricity, thus requiring less investment in new facilities for energy production. ABC Utility sees their customers as partners on several fronts. ABC Utility hopes to educate customers on how to reduce electricity by turning off lights, using less heat in the winter and air conditioning in the summer, and abandoning appliances that consume an abundance of electricity. They also need customers to communicate outages in a timely and efficient way. Finally, ABC Utility needs the customers to understand and support environmental conservation efforts. ABC Utility has a traditional management style, and many of the decisions made in the organization reflect this style. The company had been slow to adopt digital marketing for several reasons. First, the CEO has been worried that the company would inadvertently damage their own brand. For example, an employee launched a poorly monitored Facebook page several years earlier, and several negative posts went unnoticed and unaddressed for a period of time. Second, the board worried that engaging in digital marketing would make it difficult to monitor whether employees were abusing time on the internet at work. Third, tended to watch others try new tools first, and not engage until they saw how others mastered the tool. Although the CEO and board still expressed discomfort with the potential negative ramifications of using digital marketing and social media, they had appointed Joanie, a marketing manager, to the role of launching a digital marketing and social media campaign. Joanie reflected on how to be successful.Joanie wants to educate the board about the value in understanding consumer opinions, so she should consider educating the board and CEO on the power of which of the following marketing tools?Multiple ChoiceblogswikisspectatorscrowdsourcingQR scans