Nowadays, most companies use social media for communication and marketing strategies. Whilst the social media phenomenon continues around us, Kristine de Valck, HEC Paris Associate Professor in marketing emphasizes the importance in understanding the particular culture of the various platforms (Twitter, Facebook, Pinterest, Reddit and the like) to be able to choose which ones are most suitable for your objectives.
In this video, she develops how companies can engage communities via social media and how we can actually measure the ROI in social media practices.
Kristine de Valck joined HEC Paris in 2004. Her research focuses on virtual communities of consumption, consumer tribes, the role of Web 2.0 in co-creation, marketing and market research.