Marketing

Social media isn’t enough anymore to give businesses a lift — unless they use it to innovate.

The mission of the American Red Cross is to alleviate human suffering during emergencies by mobilizing volunteers and donors. It’s using social media to help.

Audi wants customers to “trade up” cars as as easily they upgrade software.

For KLM, social business developed in response to an epic customer service crisis.

B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.

A panel at the 2014 South by Southwest festival highlighted five ways to avoid a social media crisis.

The Boston Marathon bombing offers six lessons for crisis managers on using social media for communication.

Wells Fargo Bank used ethnography to better understand how customers use its products.

A recent report by MIT CISR details how comScore organizes internally to create value from big data.

In service businesses, there is often a trade-off between productivity and customer satisfaction.

A survey by MIT SMR and Deloitte shows companies starting to derive real value from social business.

It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.

Twitter is helping companies build new kinds of connections with consumers.

Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.

Misguided attempts to improve satisfaction can damage a company’s financial health.

It’s easy to say customer satisfaction is very important – but harder to put that into practice.

Encouraging customers to provide feedback directly to a company engages them in valuable ways.

State Street navigates the rough waters of using social media in international finance.

Big data analysis can help geographically distributed companies monitor customer satisfaction.

Entravision, a Spanish-language media company, transformed its business model using big data.