Deriving Value From Conversations About Your Brand

Fay, Brad (author.). Larkin, Rick, (author.). Pauwels, Koen, (author.). Keller, Ed, (author.). O'Reilly for Higher Education (Firm) (Added Author).

Summary: Companies often treat social media as the conversation that represents what consumers are saying about any given brand. But research shows that online and offline conversations are different beasts. Even though they both drive sales, they need to be measured and managed separately.

Record details

ISBN: 53863MIT60210
Physical Description: 1 online resource (8 pages)
remote
Edition: 1st edition.
Publisher: MIT Sloan Management Review, 2019.

Content descriptions

Information Relating to Copyright Status:	Copyright © 2018 MIT Sloan Management Review 2018
Issuing Body Note:	Made available through: Safari, an O'Reilly Media Company.