Abstract

Aliza Freud partnered with Josh McKay (both CBS '01) to launch SheSpeaks, a word-of-mouth (WOM) marketing community, in 2007. What business model would help them to compete in the world of Facebook and Twitter — and by what means should they measure the sucesss of their marketing campaigns?

Citation

Toubia, Olivier. Word-of-Mouth Marketing: SheSpeaks. Columbia Business School: CaseWorks, Fall 2010.

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