At a recent symposium in sunny California, we had the pleasure of speaking about Social Media Marketing (SMM). Kevin Burkum, Senior Vice-President of Marketing from the American Egg Board, presented as one of the panelists on his experience and outcomes using SMM. The Board has been utilizing SMM tools to promote their “incredible edible egg” campaign to target US based moms. The marketing plan has been a rousing success for the egg industry, and this case study will outline the strategy, implementation and results of their social media efforts. Kevin’s approach is worth noting and applicable across all industries.