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      Sharpening Your Skills: Social Media
      09 Jun 2015Sharpening Your Skills

      Sharpening Your Skills: Social Media

      Sharpening Your Skills culls the HBS Working Knowledge archive to deliver insights around important business topics. This week: developing a social media strategy.
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      Using social media to advance your marketing is a potentially powerful and low-cost tool. But the risk is potentially powerful, too—allowing consumers to co-create your brand is enough to induce night sweats in any marketer. From our archives, these Harvard Business School professors offer up different insights into developing and executing a successful social media strategy.

      Brand Manager's Guide to Losing Control

      Social media platforms have taken some of the marketing power away from companies and given it to consumers. Jill Avery discusses the landscape of "open source branding," wherein consumers not only discuss and disseminate branded content, they also create it.

      Why the ALS Ice Bucket Challenge was a Social Media Blockbuster

      Most companies should envy the financial and brand awareness brought about by the ALS Ice Bucket Challenge. The campaign's key ingredient, says John Deighton, is that participants enhance their personal capital in performance of a good deed.

      Secrets to a Successful Social Media Strategy

      Misiek Piskorski explores the secrets of successful social media tactics in his book, A Social Strategy: How We Profit From Social Media.

      HBS Cases: Lady Gaga

      What goes into creating the world's largest pop star? A case study by Anita Elberse examines the strategic marketing choices that created a global brand.

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      Advertisers Get Serious About Playing With Their Brands

      Playing with your brand can be a breakthrough strategy—or a big backfire.

      Tate's Digital Makeover Transforms the Traditional Museum

      What happens when the traditional museum-going experience meets the world of digital marketing?

      WORKING PAPERS

      Competing with Privacy

      Personal information is a valuable asset in the marketplace and an important element of firm strategy.

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      Jill J. Avery
      Jill J. Avery
      Senior Lecturer of Business Administration
      C. Roland Christensen Distinguished Management Educator
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      Ramon Casadesus-Masanell
      Ramon Casadesus-Masanell
      Herman C. Krannert Professor of Business Administration
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      John A. Deighton
      John A. Deighton
      Harold M. Brierley Professor of Business Administration, Emeritus
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      Anita Elberse
      Anita Elberse
      Lincoln Filene Professor of Business Administration
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