social networks

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Image courtesy of Flickr user trialsanderrors.
Free Article

Valuing Influentials Means More than Just Counting Connections

New research shows that marketers who want to determine the value of a particular online influencer need to look beyond just the size of a person’s network connections. Zsolt Katona, assistant professor at the Haas School of Business, UC Berkeley, found that the value of an influencer depends on underlying factors in the network structure of that individual with the target set of consumers. Specifically, Katona found that people who provide sole influence over consumers are the most valuable.

Image courtesy of Hokey Pokey.

Increasing the ROI of Social Media Marketing

Marketers know social media should be a powerful way to generate positive word-of-mouth. If marketers can select the right platform, design the right message and engage the right users to spread that message, their campaign should succeed. One successful campaign — which marketers can look to as an example — took place at Hokey Pokey Ice Cream Creations, an upscale ice-cream retailer in India. By following a seven-step process, Hokey Pokey substantially improved its social media marketing.

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06-Social-Business-500
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Harness collective intelligence

  • Blog

In the current issue of MIT Sloan Management Review, Eric Bonabeau looks at not only the appeal of collective intelligence but also the practical issues managers need to consider to use it successfully.

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010-Technology-500
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The Web 2.0 President

  • Blog

Looking for business lessons from the presidential election? Here's a key one: Effective use of Web 2.0 technologies can give an organization an important competitive advantage.

06-Social-Business-500
Free Article

“Antisocial networks,” Facebook and innovation

  • Blog
  • Read Time: 1 min 

No sooner have businesses started to really grasp the potential benefits of Web 2.0 technologies such as social networking sites...then someone identifies a new, potentially negative application for them.

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