IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2015v4i2p134-142.html
   My bibliography  Save this article

Social media rewired

Author

Listed:
  • Bughin, Jacques

    (McKinsey & Company, Belgium)

Abstract

Harnessing social influence has for ages been marketing's key secret. This well-kept secret has become public knowledge due to the rise of online social networks. While many companies are finally engaging in social media, returns are not necessarily matching expectations. This paper proposes a model of social media as a social marketplace — the key for social media return is (a) harnessing both the supply and demand of social media, and (b) targeting social media at specific audiences. This marketplace effectiveness can be approached via a checklist of ten questions — companies doing well on these questions are those reaping the benefit of social media.

Suggested Citation

  • Bughin, Jacques, 2015. "Social media rewired," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(2), pages 134-142, August.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:2:p:134-142
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/1395/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/1395/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    social networks; buzz; word of mouth; big data; tweets; Facebook; influencers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2015:v:4:i:2:p:134-142. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.