Google Plus losing to Facebook: what it says about Internet privacy — Catherine Tucker

MIT Sloan Professor Catherine Tucker

MIT Sloan Professor Catherine Tucker

From Fortune

When Google joined the social networking space in 2011 with Google+, more than 25 million people joined in the first month. Now the number of true users on Google+ is less than 1% of the total 2.2 billion users on Google, according to a report by Stone Temple Consulting.

What happened?

Some of the decline may be explained by the fact that a Google+ profile was created automatically when people registered for Google. That alone would generate an impressive number of profiles, but wouldn’t necessarily lead to active use of the social media platform. According toForbes, just 6.7 million users have 50 or more posts ever, and only 3.5 million have 50 or more posts in the last 30 days.

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The challenges of using social media for marketing purposes — Catherine Tucker

MIT Sloan Professor Catherine Tucker

MIT Sloan Professor Catherine Tucker

In an era when marketers spend billions on managing social media, is that investment worthwhile? Should firms actively guide, promote and shape online conversations, or leave them to grow organically?

To investigate this, my colleague Amalia Miller from the University of Virginia and I recently studied what happens when hospitals started to actively manage their profiles on Facebook. We focused on Facebook because it’s the most visited media site in the U.S., accounting for 20% of all time spent on the Internet. We also chose it because the Facebook Places initiative created a page for every single hospital in the U.S., allowing organizations to choose whether to actively manage their pages or not.

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New research shows social media posts have a positive impact on companies’ sales — Juanjuan Zhang

MIT Sloan Associate Prof. Juanjuan Zhang

MIT Sloan Associate Prof. Juanjuan Zhang

From Yahoo! Tech

It’s the Age of Social Media, and most companies are all in. They vie for likes on Facebook; they post pictures of products on Instagram; and they collect followers on Twitter and Weibo — China’s popular microblogging site — and regularly post about new services.

And yet, even as companies continue to spend time and money on social media, many are dubious about whether all that posting, tweeting, and retweeting has any effect on the bottom line.

My collaborators from Tsinghua University’s School of Economics and Management and I have just completed a large-scale field experiment on the Chinese microblogging service Weibo with a large global media company that produces documentary TV shows. We found that when the company posted about its shows, viewership rose 77 percent. Reposts by influential users, meanwhile, increased viewership by another third. The upshot: Social media platforms, like Twitter and Weibo, can have a significant impact on sales.

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The World Cup and shared attention — Evan Apfelbaum

Image Source: LatinTimes.com

The 2014 World Cup has captured the attention of billions of viewers around the globe. For a short period of time, the world will be collectively watching the same events on a massive scale.

MIT Sloan’s Evan Apfelbaum suggests that it is the shared attention that makes these games so emotionally compelling, especially with the United States Men’s National Team making the amazing run out of the group stage.

In a collaborative effort with researchers from all around North American universities, they found that emotional events like the World Cup were found to be more intense when viewed simultaneously with other group members.

In this podcast, Evan touches on the idea of shared attention and the social implications it has on the world’s game on the world’s biggest stage.

The challenges of using social media for marketing purposes — Catherine Tucker

MIT Sloan Professor Catherine Tucker

MIT Sloan Professor Catherine Tucker

From the Chicago Tribune

In an era when marketers spend billions on managing social media, is that investment worthwhile? Should firms actively guide, promote and shape online conversations, or leave them to grow organically?

To investigate this, my colleague Amalia Miller from the University of Virginia and I recently studied what happens when hospitals started to actively manage their profiles on Facebook. We focused on Facebook because it’s the most visited media site in the U.S., accounting for 20% of all time spent on the Internet. We also chose it because the Facebook Places initiative created a page for every single hospital in the U.S., allowing organizations to choose whether to actively manage their pages or not.

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