Ritically evaluate Social media as a method to drive acquisition of customers

The individual assignment designed to allow you demonstrate your knowledge and understanding of the topic. Use cognitive and personal skills and application of your learning to practical situations.
You are required to write a 1250 words essay of the following:
a) Critically evaluate social media as a method to drive acquisitions of customs.
b) Describe and critically evaluate the marketing communication campaigns for (two) products you have followed (Microsofts Surface, Nike+ FuelBand were chosen) on social media including the ways they have attempted you to engage with and encourage you to buy.

Please use the following resources + the internet:
-Tapp, A, Principles of direct and data base marketing 4th edition.

-Chaffey, Dave; Ellais-Chadwick, Fiona Digital Marketing, Strategy, implementation and practice 5th edition

-Holzner, Steven Facebook Martketing (Que 2009)

-Institute of Direct marketing, the practitioners guide to direct marketing

-Ryan, D., Johns, C. Understanding Digital marketing (Kogen, Page 2009)

Scott, D M. The new rules of marketing and PR: How to use social media, online video, mobile application, blogs, new releases and viral marketing to reach buyers directly.