Smaller, often more private and interactive online communities and platforms are reinventing the way brands and consumers connect.
To make social platforms a more positive force, we must understand the phenomena that drive them.
Sinan Aral, interviewed by Paul Michelman
Why hasn’t the proliferation of social media resulted in long-lasting social and business change?
Manuel Cebrian, Iyad Rahwan, and Alex “Sandy” Pentland
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
Jay I. Sinha
Many of us have had a moment when we click “send” and realize our message is going to the wrong person. Now what?
The mission of the American Red Cross is to alleviate human suffering during emergencies by mobilizing volunteers and donors. It’s using social media to help.
Wendy Harman (American Red Cross), interviewed by Gerald C. (Jerry) Kane
Nestlé’s global marketing head Pete Blackshaw talks about the challenges of managing social media.
Pete Blackshaw (Nestlé), interviewed by Michael Fitzgerald
Danish shipping and energy company Maersk Group learned to embrace the social media spotlight.
Anna Granholm-Brun (Maersk Group), interviewed by Robert Berkman
Younger employees often have procedural understanding of social media but need strategic vision.