Social media is changing how companies market their brands, products, and services in almost every industry. As a result, companies are going through fundamental changes with respect to how they interact with customers. Moreover, social media has made it extremely easy for customers to interact with (and influence) each other, which has critical implications for marketing strategy. Despite the widespread use of various social media platforms in the general population, as well as acceptance of such platforms as viable marketing channels in the business community, using social media for strategic marketing purposes is still relatively new. The challenge for marketers lies in identifying opportunities for encouraging, incentivizing, managing, and leveraging the social interactions that take place between companies and customers through social media in a manner that creates and/or enhances value. This course focuses on how to meet this challenge, with an emphasis on equipping you with relevant knowledge and perspectives on how social media can be incorporated into marketing strategy as a driver of value to both companies and customers.
Professor Andrew Stephen is a globally recognized expert on social media marketing and has worked with companies such as American Express, Google, Publicis, and WPP, as well as several startups. He holds a PhD in marketing from Columbia Business School, and his research focuses on social media marketing, word-of-mouth, and social networks. He teaches at Columbia, INSEAD, and the University of Pittsburgh.
Andrew Stephen was a Columbia Business School faculty member from 2011 to 2016.