Social Media Strategy: Is It Time to Hire a Social Media Officer? (1) When Ted…

Social Media Strategy: Is It Time to Hire a Social Media Officer?
(1) When Ted Rubin (@tedrubin) touched down in Asheville, NC after a particularly unpleasant flight with a carrier he rarely uses, he immediately posted an update to his 54,000 Twitter followers. “Just landed … boy do 1 miss@JetBlue.”
A few minutes later, a representative from Jet Blue responded to say thanks. While Rubin tagged the other airline in his original tweet, he never heard back from them. “Guess who l’ll be flying next?” he laughs.
(2) Rubin, who serves as Chief Social Marketing Officer for the shopping Web site Collective Bias, says this type of personal engagement isn’t a novelty anymore-customers have come to expect it. “Social media is way deeper than most companies understand,” he says. “It’s time to recognize that social isn’t just campaign-based, it’s an integrated part of your ongoing business strategy.”
(3) Let’s face it – your social media strategy is about more than monitoring. social media – it touches customer service, vendor relations, social media recruiting and more. Thus many organizations are bringing in new staff to handle their social media strategy.
1) In the first two paragraphs, the writer tells a story. Which kind of evidence is this, and how effective is it?
2) In paragraph 3, we learn the occupation of the person on that unpleasant flight. How does this new information add to the effectiveness of the argument?
3) Does paragraph 4 present any evidence? If not, what function does it serve?
Note: the numbers (1,2,3) in the image represent the questions and not the paragraph numbers.