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?