Below are two fascinating studies on communication theory and practice. The commonality between both is the nexus between effective use of social media and word-of-mouth marketing. The first study Social Media Marketing vs. Prevalent Marketing Practices: A Study of Marketing Approaches for Micro firms in Sweden (.pdf download) focuses on micro firms leveraging social media to promote [...]
The New York Times has a great read on how Obama embraced social media to help win the election. Thomas Jefferson used newspapers to win the presidency, F.D.R. used radio to change the way he governed, J.F.K. was the first president to understand television…Senator Barack Obama understood that you could use the Web to lower [...]
Here is an excellent thesis on how public relations professionals can use viral marketing tactics powered by social media to mitigate bad press. The author states that viral public relations campaigns “are less overt and therefore better received” because consumers perceive they are in control. (p56) Viral marketing tactics allow professionals to listen, build relationships [...]
