Social Networks and Business Strategy

Social Networks, due to their dynamic nature, have developed over the past decade to be one of the most powerful communication tools available to business. In spite of the force behind these and other internet marketing activities most firms continue to remain stuck in the traditional "4 Ps approach" ignoring innovative, and often low cost, ways of involving consumers with their products and brands. This presentation by Drs Becker and Nobre will provide an overview of the importance of SNs, highlight opportunties for firms and offer examples of several different types of SN strategies, ranging from Ford to Lady Gaga, that firms are using to develop an active and engaged marketing strategy.