Social Marketing

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The Myth About Viral Marketing

The idea that messages go “viral” and diffuse through social networks is now a given in corporate marketing and the culture. But recent research suggests that the term “viral” marketing does not describe what happens most often online. In fact, true viral diffusion is rare, according to Sharad Goel, a senior researcher at Microsoft Research. For marketers, this research suggests that it may be time to abandon the idea that viral marketing will frequently lead to, say, tenfold organic growth.

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Social Business: What Are Companies Really Doing?

The rapid adoption of technology-based social networking has been transforming politics and social norms on a global scale for a decade. Will social networking and social software also transform business? MIT Sloan Management Review and Deloitte surveyed 3,478 managers from companies in 115 countries and 24 industries. This report identifies how social technologies are creating value and innovations in the marketing function, but also in product development, operations and leadership.

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A Plan to Invent the Marketing We Need Today

The discipline of marketing hasn’t kept up with the rapid changes facing 21st-century businesses. New scholarship doesn’t have enough management relevance, and practicing marketers are too often forsaking rigor. Here are seven strategies that can make marketing both relevant and rigorous in today’s world.

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