HubSpot's social media scientist, Dan Zarrella visited Harvard this week and shared some of his research about the science of social media as it applies to marketing.  Dan attends many events where  people share social media advice and most of it is what he calls ‘unicorns and rainbows.’

Stuff like ‘engage in the conversation’ or ‘hug your followers.’ It’s good sounding advice, and hard to disagree with. He says, "I am not going to tell you to punch your customers in the face. The problem is that it’s not based on anything more substantial than what ‘feels right’ typically". Dan likes to get beyond the unicorns and rainbows, into the real data, the real science of social media about why people behave the way they do online and how marketers can leverage that behavior.

Check out the video below for Dan's full presentation at Harvard. What do you think about the data he presents?

The Science of Social Media from HubSpot on Vimeo .

Originally published Jan 28, 2011 3:30:00 PM, updated October 20 2016


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