Social Media Strategy

Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.

Recent research finds that influencers with fewer followers have higher engagement than those with higher counts.

Savvy companies recognize that, with their support, employee-creators could become their best social media assets.

Experts consider whether charging for user verification will lead to increased user engagement and trust on Twitter.

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.

Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.

Social listening — analyzing what consumers say on social media — can serve as a treasure hunt map.

Why hasn’t the proliferation of social media resulted in long-lasting social and business change?

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

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.

“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.

The NHL’s following on Pinterest outscores all other sports leagues. Its secret: a mastery of social media strategy.

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.

An infographic provides highlights of the 2014 social business report and illustrates the importance of social maturity.

An audio briefing of the 2014 social business research report by MIT Sloan Management Review and Deloitte.

Many of us have had a moment when we click “send” and realize our message is going to the wrong person. Now what?