In building their social media plan, Zappos has determined that the company will use social media to highlight the company's products and not to promote the company's culture. This illustrates which step of building a social media plan?

A. Step 1: Listen to determine opportunities.
B. Step 2: Establish social media objectives.
C. Step 3: Segment and target the social customer.
D. Step 4: Select social media tools.

Zappos' focus on highlighting products over promoting company culture in their social media plan illustrates the importance of establishing clear social media objectives aligned with message goals and organizational strategies.

Explanation:

Step 2: Establish social media objectives involves defining the purpose of using social media, which includes highlighting products or promoting company culture. In the case of Zappos, their focus on showcasing products instead of company culture indicates a specific objective within their social media plan.

Companies often tailor their social media strategies based on their message goals and organizational approach, as highlighted by Wilson et al. (2011). This ensures that communication choices align with the organization's overall mission and strategies.

Identifying the message goal plays a crucial role in selecting the appropriate social media platforms and tools to effectively reach the desired objectives, as emphasized by the importance of aligning content with the intended goal.

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