Publications

June 2012
Teaching Note

Sephora Direct: Investing in Social Media, Video, and Mobile (TN)

By: Elie Ofek

Research Summary

Social Learning

One major area of my research is social learning: the ways and extent to which people discover what they want and need from the behavior and opinions of others. Social learning takes many forms. Probably most obvious is word of mouth—the advice and... View Details

July 13, 2023
Article

Threads Foreshadows a Big—and Surprising—Shift in Social Media

By: Scott Duke Kominers and Liang Wu

Threads, Meta’s Twitter competitor, has become the fastest downloaded app in history. One of the reasons for this is because it allows users to port over their profiles and follows from the already popular social media platform Instagram, also owned by Meta—a feature... View Details

Keywords: Decentralization; Twitter; Facebook; Instagram; Crypto Economy; Blockchain; Network; Industrial Organization; Competition; Open Innovation; Open Platforms; Open Source Innovation; Social Networks; Social Media; Applications and Software; Information Technology Industry

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April 2012 (Revised March 2013)
Case

Social Strategy at Harvard Business Review

By: Mikolaj Jan Piskorski and David Chen

The Harvard Business Review (HBR) Group was an early adopter of social media, boasting a robust presence on Twitter, Facebook, and LinkedIn. Now the company is seeking to evolve the Group's efforts from social media to social strategy—and start moving both revenue... View Details

Keywords: Competitive Advantage; Social and Collaborative Networks; Web; Publishing Industry; United States

Research Summary

Branding in Digital and Social Media

By: Jill J. Avery

This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands. The work explores the branding... View Details

October 2023 (Revised March 2024)
Case

GameStop: Social Media Finds a Cheat Code (A)

By: Joseph Pacelli and Sarah Mehta

This case covers the events leading up to the 2021 GameStop short squeeze. Using GameStop as an illustrative example, the case explores the rise in retail trading, increased financial information sharing on social media, and the gamification of investing enabled by... View Details

Keywords: Value; Stocks; Financial Markets; Social Media; Investment; Applications and Software; Financial Services Industry; United States

12 Feb 2009
Working Paper Summaries

Platform Competition, Compatibility, and Social Efficiency

Keywords: by Ramon Casadesus-Masanell & Francisco Ruiz-Aliseda; Computer

02 Feb 2023
Research & Ideas

Why We Still Need Twitter: How Social Media Holds Companies Accountable

the need for reporting on corporate misconduct, acting as a watchdog to help keep companies accountable for their actions. It comes at a time of upheaval in social media, with the rapid rise of TikTok, Elon... View Details

Keywords: by Kasandra Brabaw; Technology

18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

“If a brand wants to create a conversation with you, the message of the brand has to be broader than just the function of the product itself,” Gupta says. “In social media, functional messages don’t work.... View Details

Keywords: by Dina Gerdeman; Advertising; Technology

10 Nov 2008
Research Event

Social Media Leads the Future of Technology

Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business... View Details

Keywords: by Martha Lagace

2021
Working Paper

Accounting for Product Impact in the Interactive Media and Services Industry

By: DG Park, George Serafeim and Katie Trinh

We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the interactive media and services industry. We design a monetization methodology that allows us to calculate monetary impact... View Details

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28 Apr 2014
Research & Ideas

Football Stars Debate ‘The Social Capital of the Savvy Athlete’

industry. The forum began with a discussion about the marketing power of social media, but quickly evolved into a conversation about race issues in the sports entertainment industry. 'unbelievable Platform'... View Details

Keywords: by Carmen Nobel; Sports

08 Dec 2020
Research & Ideas

Why Companies Hunt for Talent on Digital Platforms, Not in Resume Piles

apply, firms can now hop on a platform and pick out talent they think would be an especially good fit for their needs. When Koning and his colleagues set out to learn how many workers were being recruited versus applying for jobs directly, statistics from the 1991... View Details

Keywords: by Michael Blanding; Employment

27 Jul 2019
Op-Ed

Does Facebook's Business Model Threaten Our Elections?

In the 2012 US presidential election, the Obama campaign deftly used a Facebook app to register voters and have friends message them to get out the vote. But it was 2016 presidential campaign that really changed social media’s impact on... View Details

Keywords: by George Riedel

17 Oct 2024
Research & Ideas

The Reputation Risks of Sharing Fake News

As partisan vitriol flies in the final month before the US presidential election, a new study offers insight into the question of why people share political misinformation. Even when a news article would flatter their political party, people tend to expect that sharing... View Details

Keywords: by Avery Forman

February 2011 (Revised February 2012)
Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers

Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details

Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry

21 Mar 2016
Lessons from the Classroom

When Your Classmate is an NBA Superstar (or Fashion Model, or Movie Actress)

Harvard Business School’s Executive Education program: the Business of Entertainment, Media, and Sports. “The creative talent brings a unique perspective they have insights that no one else has” Big-name celebrities, including Miami Heat... View Details

Keywords: by Dina Gerdeman; Entertainment & Recreation; Sports; Media & Broadcasting; Education

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America

May–June 2023
Article

A New Approach to Building Your Personal Brand: How to Communicate Your Value

By: Jill Avery and Rachel Greenwald

For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details

Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills