Harvard Prof Cracks the Code on Social Networks
November 7, 2009
When Harvard offers data, I listen. In this case, I read “Social Network Marketing: What Works?” Sunil Gupta, a Harvard professor, offered the fruits of his labors in an interview with Sarah Jane Gilbert. I found some of the insights amazing. Let me highlight three and invite you to read the interview for more of these golden nuggets:
- Some users of social networks are influenced by the “purchases of their friends while others are not”.
- High status social network users “upload their own content”.
- “…By understanding the social network of users, firms can better understand and influence consumers’ behavior.”
And there’s a new paper “”Do Friends Influence Purchases in a Social Network?” with more of these insights.
Stephen Arnold, November 7, 2009
I want to report to the Department of Education that Harvard did not pay me to write this article. Man, I feel better having disclosed that.
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