| Description |
1 online resource (8 pages) |
| Summary |
Companies often treat social media as the conversation that represents what consumers are saying about any given brand. But research shows that online and offline conversations are different beasts. Even though they both drive sales, they need to be measured and managed separately |
| Notes |
Copyright © 2018 MIT Sloan Management Review 2018 |
| Issuing Body |
Made available through: Safari, an O'Reilly Media Company |
| Form |
Electronic book
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| Author |
Larkin, Rick, author
|
|
Pauwels, Koen, author
|
|
Keller, Ed, author
|
|
O'Reilly for Higher Education (Firm)
|
|
