Marketing and social media

In a feature on marketing and social media in today's Financial Times, Dr David Arnott gives expert comment on the latest trends on using social media for marketing.

Warwick Business School is launching a new module on social media in its MSc in Marketing & Strategy course this year.

Dr Arnott explains that this new module is aimed at getting students to understand how and why consumers use particular social media. One of the reasons that corporate marketers might embrace this relatively new medium is its relatively low cost, but he warns of the risk of losing sight of the overall aim of marketing with social media.

"It is about understanding people and how people interact, and then understanding how those frameworks and models can help you think through various problems."

"If you get 600 people to talk online about Heinz baked beans out of, say, 100million who eat them, that is not really what is meant by a brand community."

View the full article here. (Subscription not required.)