“Customizing Social Media Marketing”

As the number of social media users continues to climb, many companies are looking beyond simply establishing a social presence — and are seeking to "get social media marketing right." The prospect of free, yet effective viral marketing recommendations from consumer to consumer is very appealing — but often elusive.

In "Customizing Social Media Marketing," in the Winter 2015 MIT Sloan Management Review, Christian Schulze, Lisa Schöler, and Bernd Skiera explain why there is no one-size-fits-all strategy for social medi.....