Fitting Social Media into Your Strategy

How are organizations using social media most effectively? This collection of articles from MIT Sloan Management Review examines the value of devising a clear strategy, offering incentives for participants, and preparing for social media disasters.

Special Collection includes:

• Twitter is not the echo chamber we think it is, by Jesse Shore, Jiye Baek, and Chrysanthos Dellarocas
• Beyond viral: Generating sustainable value from social media, by Manuel Cebrian, Iyad Rahwan, and Alex “Sandy” Pentland
• When employees don’t ‘like’ their employers on social media, by Marie-Cécile Cervellon and Pamela Lirio
• Turning content viewers into subscribers, by Lior Zalmanson and Gal Oestreicher-Singer
• Finding the right role for social media in innovation, by Deborah L. Roberts and Frank T. Piller
• Customizing your social strategy to the platform, by Tucker J. Marion, Deborah Roberts, Marina Candi, and Gloria Barczak
• How to avoid a social media fiasco, by Gerald C. Kane