Flagship Research Quarterly of the Indian School of Business (ISB). Find out more

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Chris Dellarocas

Chris-Dellarocas_feb7
Chair of Information Systems at Boston University’s School of Management.

It Is Not About Being on Social, It Is About Being Social

Social media taps into the basic tribal instinct in humans – of seeking and giving help. The companies that embrace this concept can benefit immensely, writes Professor Chris Dellarocas. Customers are social beings. Social beings can be evangelists.  Every company is struggling to define its “social media strategy” but half of them are failing to reap concrete benefits. How can you make …

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