In this month’s McKinsey’s Quarterly Newsletter, we aim to sharpen your thinking about blogs, wikis, mobile apps, Web forums, and the like.
“Demystifying social media” shows how executives can shape the consumer’s purchase decision by harnessing these new platforms.
Several consumers share their experiences, and three McKinsey partners provide advice on how companies can draw on social media to build brand loyalty, in the video “Making sense of social media,” on mckinsey.com.
“A social journey” interactively demonstrates why marketers should use such techniques at every stage of the consumer’s purchase process. “Understanding social media in China” shows that despite vast differences between this market and those of the West, the ingredients of a winning strategy are familiar.
Finally, review the results of the recent live Twitter conversation hosted by McKinsey partners David Edelman and Hugo Sarrazin on using social media to shape consumer decision making (available on Storify).