Social Media

Research has exploded the myth that Twitter is an “echo chamber” — with implications for marketing.

With a new scrutiny around technology user data and privacy, we must not forget about the potential dangers of the technology itself.

This online exclusive article discusses why the dramatic rise of China’s digital leaders has put the squeeze on Western internet giants.

Professional success in today’s hyper-connected workplace demands “distracted focus.”

One university president doesn’t feel colleges adequately prepare students to join the workforce in today’s digital era but cites one way his institution is helping its student body.

How do we prevent bad actors from using social media platforms to manipulate the public?

Online personalization algorithms are leading many content viewers to narrower choices.

For companies, the social media behavior of employees represents both an opportunity and a risk.

What’s happening this week at the intersection of management and technology.

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

To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.

Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?

Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.

Although the simplicity of net promoter score is appealing, the metric has limited support from academics.

Market share is a hugely popular metric. But is it really useful?

What’s happening this week at the intersection of management and technology.

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

Companies must better gauge whether potential customers will appreciate their innovations.

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

Despite their importance, five popular marketing metrics are regularly misunderstood and misused.