Twitter - Publications - Faculty & Research

19 Mar 2014
Research & Ideas

A Brand Manager’s Guide to Losing Control

communities of like-minded people. Sometimes the like-mindedness centers on a brand; think Facebook fan pages or Twitter rants. "Consumers have always had the ability to boycott brands—or to 'buy-cott' brands they like by buying and... View Details

Keywords: by Carmen Nobel; Advertising

20 Nov 2017
Research & Ideas

How Independent Bookstores Have Thrived in Spite of Amazon.com

brick-and-mortar retailing looks like? Can you point to success stories of brick-and-mortar retail in your local community? Share your thoughts in the comment section below. You can connect with Professor Raffaelli on Twitter at... View Details

Keywords: by Carmen Nobel (with video by Amelia Kunhardt); Retail

15 Nov 2022
Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

users, it holds them for 74 minutes each day. Among social media, the average Facebook session is half as long, Twitter a third, and Snapchat a quarter. On a mobile phone, the TikTok picks are presented in an endless scroll. And that’s... View Details

Keywords: by John Deighton and Leora Kornfeld

13 May 2013
Research & Ideas

How to Spot a Liar

Overcome Obstacles and Achieve Brilliant Results at the Bargaining Table and Beyond by Deepak Malhotra and Max H. Bazerman. Follow Malhotra on Twitter at @Prof_Malhotra. View Details

Keywords: by Carmen Nobel

23 Sep 2022
Research & Ideas

8 Strategies to Sustain Business Innovation

other dramatic pivots: Twitter was created as a text-style messaging program for a podcast company. Yelp was born as an automated email service. YouTube was originally an online dating site. Now they’re anchors of the digital world. “You... View Details

Keywords: by Lane Lambert

23 Jul 2012
Research & Ideas

The Power of Conversational Leadership

communities (which help far-flung employees find like-minded colleagues), Twitter (which lets employees broadcast information widely, both internally and externally), networks such as Facebook and LinkedIn (which enable information... View Details

Keywords: by Carmen Nobel

20 Aug 2014
Research & Ideas

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

increasingly by individuals. People who use Facebook and Twitter are for all practical purposes running little media houses, and face the problem of their much larger brethren, where will the next story come from? Originality is too... View Details

Keywords: by John Deighton

03 Dec 2020
Research & Ideas

Cut Payroll Costs with Transparency, Fairness, and Compassion

conference call. One laid-off worker turned to Twitter to vent. “Sephora ruined our lives. Lol. Point blank period. Great conference call guys! Thanks for hanging up and not letting anyone speak. Thanks for breaking all our hearts. But... View Details

Keywords: by Boris Groysberg and Sarah Abbott

26 Sep 2011
HBS Case

HBS Cases: Lady Gaga

on the power of using popular social media avenues such as Facebook and Twitter to build a strong support base, fan by fan. Starting in March 2008, to publicize her first single "Just Dance," Lady Gaga took to the social media... View Details

Keywords: by Carmen Nobel; Entertainment & Recreation; Music

05 Sep 2019
Sharpening Your Skills

Making the Right Technical Hire

Mythical Person Month” OR “Nine women can’t make a baby in one month” just sayin’.) There are also many blog posts explaining why full stack engineers are unicorns. Yet, when I did my latest poll on Twitter on top hiring priorities this... View Details

Keywords: by Julia Austin; Technology

30 Jun 2021
In Practice

The Harvard Business School Faculty Summer Reader 2021

club on Twitter populated by nerdy economists of science on #EconTwitter, and The City We Became by N.K. Jemisin, an amazing author with an incredible imagination and sweet prose. Since Ada Palmer has a new book coming out in the Terra... View Details

Keywords: by Kathryn Haviland

13 Apr 2016
Research & Ideas

Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX)

Technology and Operations Management Unit at Harvard Business School. After all, 2007 was the year that Twitter was founded; Airbnb formed the following year. For startups jockeying for position in nascent markets, pressure is intense to... View Details

Keywords: by Roberta Holland; Aerospace; Food & Beverage; Retail

17 Oct 2024
Research & Ideas

The Reputation Risks of Sharing Fake News

media would benefit their personal reputations more than spreading misleading articles, the research shows. Furthermore, when political articles are shared on Twitter (now X), accurate information tends to garner more approval, finds... View Details

Keywords: by Avery Forman

13 Oct 2009
Research & Ideas

7 Lessons for Navigating the Storm

I have immersed myself into social media, thanks to an amazing team I'm working with in Raleigh, NC, that is led by Zach Clayton (HBS MBA 2009). I'm learning how to actively use Twitter as well as Facebook and LinkedIn. I enjoy the... View Details

Keywords: by Martha Lagace

15 Jan 2019
First Look

New Research and Ideas, January 15, 2019

case:https://hbsp.harvard.edu/product/818061-PDF-ENG Harvard Business School Case 218-079 Margin Accounts No abstract available. Purchase this case:https://hbsp.harvard.edu/product/218079-PDF-ENG Harvard Business School Case 119-032 Stock-Based Compensation at View Details

Keywords: Dina Gerdeman

02 Jun 2014
Research & Ideas

Excerpt: ‘A Social Strategy’

photo; shared or liked a Coca-Cola-related deal; or wrote a product recommendation. Related Article An Interview With The Author Read The Interview Indeed, many firms began to compete with each other over who can have most Facebook fans or View Details

30 Mar 2020
Research & Ideas

Readers Ask: I Need Tips for Working at Home

Instagram and look for the “Office Hours” story series. You can also follow HBS Working Knowledge on Twitter (@HBSWK) and Facebook. About the Author Kristen Senz is a writer and social media editor for Harvard Business School Working... View Details

Keywords: by Kristen Senz

27 Aug 2013
First Look

First Look: August 27

markets. Download working paper: https://www.hbs.edu/faculty/Pages/download.aspx?name=14-015.pdf Cases & Course Materials Harvard Business School Case 513-091 Bluefin Labs: The Acquisition by Twitter What is the value of Bluefin... View Details

Keywords: Sean Silverthorne

25 Oct 2012
Research & Ideas

10 Reasons Customers Might Resist Windows 8

giant leap. Does this big change activate too many classic sources of resistance? That is the question." Follow Rosabeth Moss Kanter on Twitter at @RosabethKanter. View Details

Keywords: by Carmen Nobel; Computer; Consumer Products

17 Nov 2020
In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

well-publicized general sales events: viral excitement on Twitter and the blogosphere draws more customers in, and full baskets of multiple goods (as opposed to “spearfishing” one item) are more cost-efficient to fulfill. Retailers that... View Details

Keywords: by Danielle Kost; Retail

Publications