The connections that link people, products and profits: Business has much to learn from social media, but many companies have yet to master the concept

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Hardey's article is most interesting for its analysis of the mindset of Generation C consumers, who are perhaps more sophisticated in their use of Web 2.0 than many non‐converts might be inclined to believe. Piskorski and Ang both offer the reader telling examples of the way social platforms should be used, as well as how and why so many organizations are failing to understand their potential.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2012), "The connections that link people, products and profits: Business has much to learn from social media, but many companies have yet to master the concept", Strategic Direction, Vol. 28 No. 6, pp. 28-31. https://doi.org/10.1108/02580541211224094