Case Exercise: Social Media Strategy for GlowUp Hydration
BUS 212 – Chapter 9: Collaboration Tools & Social Media
Introduction
In this activity, you will take on the role of a consulting team from the marketing firm BrightLine Creative. Your company was hired to redesign GlowUp Hydration’s social media strategy. You’ll analyze the company’s current posts, collaborate in Slack, and present your recommendations to the “client.”
About BrightLine Creative
BrightLine Creative is a full-service marketing and communication agency known for helping emerging brands strengthen their digital presence and connect authentically with their audiences. With a fully remote workforce spread across multiple cities and countries, BrightLine specializes in social media strategy, brand voice development, and creative content campaigns. The agency relies heavily on Slack for collaboration, project coordination, and real-time communication. For this activity, you are part of a BrightLine consulting team assigned to help GlowUp Hydration elevate its social media strategy and improve its online engagement.
Client Background: GlowUp Hydration
GlowUp Hydration is a fast-growing start-up beverage company founded in San Diego in 2023 by two former student-athletes who wanted to create a healthier alternative to sugary sports drinks. The company produces flavored, electrolyte-enhanced water packets designed for:
Busy college students
Young professionals
Fitness enthusiasts
Anyone looking for convenient daily hydration
GlowUp’s mission is to help people “hydrate smarter, not harder.” Their brand identity is meant to feel energetic, positive, health-focused, and relatable.
Where They Currently Stand
GlowUp has a basic presence on:
Instagram (1,200 followers)
TikTok (3,500 followers)
Twitter/X (small and inactive)
Their current challenges include:
Low engagement (likes, comments, shares)
Inconsistent posting
An unclear brand voice
Occasional unprofessional or confusing content
Missed opportunities to relate to college students
A few posts with negative or sarcastic responses to customers
GlowUp has hired your consulting team because they believe their social media presence does not match their brand values and is not helping them grow.
Client Goals:
Increase brand awareness among college students and young professionals
Create a consistent, professional, and positive social media voice
Improve engagement on Instagram and TikTok
Share content that feels useful, fun, and health-oriented
Avoid mistakes, off-brand messaging, and negative interactions with customers
Their budget is limited, so they rely primarily on organic (unpaid) social media posts.
Your Role as Communication Consultants
Your team has been hired to develop a simple, effective social media strategy for GlowUp Hydration. This includes:
Reviewing GlowUp’s recent posts
Identifying what isn’t working
Rewriting poor examples
Developing an overall strategy for voice, platforms, content, and schedule
Presenting your recommendations to the “client” (the class)
All collaboration will take place in your Slack team channel, using the tools and practices from Chapter 9.
Case Activity Instructions
Part 1: Team Setup in Slack
Create a new private Slack channel for this activity using the naming format: class-activities–team-[team number/name] Do not use your regular project channel for this activity.
Post a welcome message
Assign team roles using @mentions (roles may overlap):
Team lead
Writer/editor
Social media strategist
Slide designer
Presenter(s)
Pin a short team goal statement (1–2 sentences)
Part 2: Analyze GlowUp’s Current Social Media Posts
GlowUp has shared three recent posts that did not perform well and received negative or confused reactions.
Review the posts below
Identify issues such as:
Unclear or off-brand tone
Unprofessional language
Poor audience targeting
Lack of purpose
Sarcasm or negativity
Post 1
Post 2
Post 3
Part 3: Develop Your Social Media Strategy
Create a shared Google Doc titled: GlowUp Strategy – Team [Name]. Share and pin the editing link in your Slack channel. In the document, outline the following:
Target Audience
Who GlowUp is trying to reach and what matters to them.
Platform Recommendations
Choose 1–2 platforms and explain why they’re the best fit.
Brand Voice & Tone
Describe how GlowUp should sound online. Provide do’s and don’ts.
Content Ideas
Generate 3–5 specific types of posts GlowUp should create.
Posting Schedule
Suggest a realistic posting cycle (e.g., 3x per week on Instagram, 2x on TikTok).
Risk & Reputation Management
Explain how GlowUp should avoid negative posts and respond to customers professionally.
Part 4: Create Your Slides
Create a 2–3 slide presentation summarizing your strategy. Suggested slides:
What you learned from analyzing their current posts
Your top recommendations
At least one improved example post
All team members should contribute.
Slack Expectations During the Activity
Use threads for all discussions
Use @mentions to get attention or assign tasks
Upload files or share Google links
Keep tone professional and appropriate
Coordinate quickly and respectfully
AI Use for This Activity
You may use AI tools (such as ChatGPT, Canva AI, or image generators) as assistants, but not as creators of your final work. AI can help you brainstorm ideas, generate sample images, or polish writing that you create. However, because this activity is designed to build your skills in analysis, collaboration, creativity, and digital communication, AI should not design your full strategy, rewrite all the social media posts for you, or produce your final slides. Those decisions and creative choices must come from your team. Think of AI as a supporting tool, not the person doing the work. Your learning comes from engaging with the problem, discussing ideas, and building your own professional judgment.
Professor Gandarilla's Classroom 