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ISBInsight is the Flagship Research Periodical of the Indian School of Business

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Chris Dellarocas

Richard C. Shipley Professor of Management and Information Systems, Questrom School of Business, Boston University; and Director, Digital Learning Initiative, Boston University.

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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