social media - Publications - Faculty & Research

Who Guarantees Your Workplace is Safe for Return?

As we start to think about returning to work, shopping, and recreation, there is much talk about transformed... View Details

October 2017 (Revised November 2017)
Case

NYC311

By: Constantine E. Kontokosta, Mitchell Weiss, Christine Snively and Sarah Gulick

Joe Morrisroe, executive director for NYC311, had some gut instincts but no definitive answer to the question he was just asked by one of the mayor’s deputies: “Are some communities being underserved by 311? How do we know we are hearing from the right people?” Founded... View Details

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June 2020
Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull

In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details

Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States

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April 2022
Article

Does Context Outweigh Individual Characteristics in Driving Voting Behavior? Evidence from Relocations within the U.S.

By: Enrico Cantoni and Vincent Pons

We measure the overall influence of contextual versus individual factors (e.g., voting rules and media as opposed to race and education) on voter behavior, and explore underlying mechanisms. Using a U.S.-wide voter-level panel, 2008–18, we examine voters who relocate... View Details

Keywords: Voting; Behavior; Geographic Location; Personal Characteristics; Situation or Environment; United States

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Publications - Faculty & Research

Case No. 125-094. View Details Keywords: Accounting Standards ; Bank Runs ; Financial Accounting ; Financial Reporting ; Social Media ; Banks and Banking ; Financing and Loans ; Investment Portfolio ;... View Details

Program

The Business of Entertainment, Media, and Sports

acquiring and developing creative talent and teams Make optimal business arrangements with talent and talent representatives Respond to advances in digital technology Capitalize on the explosive growth of online distribution channels and View Details

Keywords: Media & Entertainment; Media & Entertainment

2023
Working Paper

Translating Information into Action: A Public Health Experiment in Bangladesh

By: Reshmaan Hussam, Kailash Pandey, Abu Shonchoy and Chikako Yamauchi

While models of technology adoption posit learning as the basis of behavior change, information campaigns in public health frequently fail to change behavior. We design an information campaign embedding hand-hygiene edutainment within popular dramas using mobile... View Details

Keywords: Handwashing; Public Health; Health; Information; Behavior; Change

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Article

Marketing in the Age of Web 2.0

By: Jill Avery

Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details

Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry

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20 Mar 2007
First Look

First Look: March 20, 2007

relies heavily on foreign debt. Access to such debt is suddenly curtailed when there is a downturn in market sentiment regarding the Icelandic economy as a whole. Students will reflect on the essential elements of a communications strategy, including the role of the... View Details

Keywords: Martha Lagace

January 1989 (Revised December 1991)
Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser

Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details

Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States

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07 Feb 2012
First Look

First Look: February 7

appetite for social media companies, LinkedIn is the lamp bearer among U.S. companies in that industry that are considering tapping into public markets. The case can serve to illustrate the challenges of... View Details

Keywords: Sean Silverthorne

September 2006 (Revised July 2012)
Case

PSI India—Will Balbir Pasha Help Fight AIDS? (A)

By: Elie Ofek and Peter Wickersham

In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of HIV/AIDS at PSI India, has to decide on the best communication strategy to achieve this goal. Up to this date most... View Details

Keywords: Advertising Campaigns; Communication Strategy; Health Disorders; Marketing Communications; Social Marketing; Social Enterprise; India

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Rakesh Khurana is the Marvin Bower Professor of Leadership Development at the Harvard Business School. He is also Professor of Sociology at Harvard University, co-Master of Cabot House at Harvard College, and the Danoff Dean of Harvard College.

Professor... View Details

Keywords: executive search

03 Sep 2024
Research & Ideas

Is It Even Possible to Dam the Flow of Misleading Content Online?

As a polarizing US presidential election nears, moderating controversial content on social media poses a pressing problem for tech giants. But no matter how many employees they hire, lines of code they... View Details

Keywords: by Jay Fitzgerald; Information Technology; Technology

14 Nov 2023
Research & Ideas

The Network Effect: Why Companies Should Care About Employees’ LinkedIn Connections

In today’s high-tech economy, it’s not just quant skills and R&D know-how that confer competitive advantage. Relationships still matter—maybe more than ever, as social media turbocharges old-fashioned... View Details

Keywords: by Ben Rand

Article

Algorithms Need Managers, Too

By: Michael Luca, Jon Kleinberg and Sendhil Mullainathan

Algorithms are powerful predictive tools, but they can run amok when not applied properly. Consider what often happens with social media sites. Today many use algorithms to decide which ads and links to show users. But when these algorithms focus too narrowly on... View Details

Keywords: Machine Learning; Algorithms; Predictive Analytics; Management; Big Data; Analytics and Data Science

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August 2008 (Revised September 2009)
Case

Sex, Drugs, and Rock 'n Roll: The MTV Approach to Tackling HIV/AIDS

By: Tarun Khanna, Sonali R. Bloom and David E. Bloom

This case explores the role that MTV, with its heavy diet of music and general youth-oriented media content, plays in spreading public-service messaging to contain the scourge of HIV/AIDS worldwide. There is a focus especially on its efforts in several emerging... View Details

Keywords: For-Profit Firms; Developing Countries and Economies; Multinational Firms and Management; Health Care and Treatment; Emerging Markets; Corporate Social Responsibility and Impact; Corporate Strategy; Health Industry; Africa

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28 Sep 2010
First Look

First Look: September 28, 2010

of their corporate governance, placing them within the wider context of the economic and social history of Germany. Based on both quantitative data and archivally based case studies, this book explores how the relationship between the... View Details

Keywords: Sean Silverthorne

09 Apr 2016
Blog Post

Meet The HBS Sound Society

Sound Society has had a busy first year. 2015-2016 saw the club established with the goal of establishing more of a music presence on campus. What started out as simply having music playing at TGIFs or providing DJs for some of the HBS View Details

Keywords: Entertainment / Media / Sports

May 2022
Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details