Social Media

While livestreamed shopping is booming in China, it has struggled to take off in the West.

MIT Sloan’s Sinan Aral discusses social media as a marketing tool that can have a positive impact — if used ethically.

To make social platforms a more positive force, we must understand the phenomena that drive them.

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.

Many organizations aren’t fully aware of or adequately minimizing the risks posed by social media.

Tinder’s entrance into the dating app industry was a literal game changer.

If your brand is on Instagram or other social media platforms, your current followers are likely also your future customers.

Companies that want to draw innovation ideas from social media need customized approaches.

Social media provides a game-changing opportunity to support innovation and new product development.

Crowdfunding backers are important for the feedback, ideas, and word of mouth they provide to entrepreneurs.

Some reconnections are more beneficial than others. The challenge is selecting the best ones.

Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”

If companies want to succeed at social business, they need to develop a culture that embraces social media.

The Winter 2016 issue of MIT SMR explores how transparency effects the power structure.

By tweeting, CEOs have an opportunity to initiate and influence online conversations.

Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.

“Lawsourcing” campaigns are helping smaller organizations advance legal and public relations goals.

Preparing the McDonald’s “Our Food. Your Questions.” campaign put the company through a kind of “culture shock.”

Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.

Thanks to technology, the office of the future is going to look very different from what we’ve been used to.