Value of Social Media
Today, it's a given that firms will engage with their customers on social media platforms, but what's the return on their marketing investment? Marketers need evidence linking social media spending to consumer engagement and, ultimately, to brand sales.
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Videos
Social Media Intelligence
Jan 22, 2014Wendy Moe, University of Maryland
Wendy Moe of University of Maryland discusses recent findings on users’ online social media behavior at MSI conference "Social Media and Social Networks: What Are They Good For?" held in Boston, MA on December 3-4, 2013.
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Reports
Beyond Likes and Tweets: Marketing, Social Media Content, and Store Performance
Dec 31, 2013 Koen Pauwels, E. Craig Stacey, and Andrew Lackman, 2013, 13-125Analyzes the short-term and long-term effects of social media word-of-mouth conversation content on physical store and online store traffic for a major clothing retailer, using vector autoregression (VAR) model.
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Articles
How Social Media Drives Brand Engagement and Sales
Dec 20, 2013With two years of Twitter data, researchers connect the dots to consumer engagement and brand sales.
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Articles
Mining the gold of social TV data
Nov 26, 2013University of Pennsylvania’s Shawndra Hill has conducted some of the first academic studies that link social media strategies to online content and sales in real time.
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Articles
The Surprising Social Benefits of Digital Content Interactions
Nov 20, 2013Interacting with others in social media makes people feel more connected to others, and recent research by George Washington University professors Donna Hoffman and Thomas Novak shows that interactions with digital content can have a similar effect.
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