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Analyst Debrief – Thoughts on Social Media by MIT Sloan and Nielsen

Ranjani Raghupathi

Featured this week are key findings for executives leading social teams. Take a deep dive into the relation between social media, consumer demographics and TV viewership.

MIT Sloan looks at the paradox of leading a social business

How much creative freedom does your team need when it comes to social media? Quite a lot, according to a new publication by MIT Sloan, which recognizes that new media is much more than just a marketing medium. Citing the example of an airline that used Twitter as a virtual lost and found counter, the report emphasizes the importance of experimenting on social networks.

A perfect read for teams that are just getting acquainted with social media, the article helps understand the vast uses of social and also outlines good leadership qualities while going through this transformational phase.

Nielsen finds that Social Media brings TV shows more viewers

Nielsen found that there are more people discovering TV shows on social media now, than there were in the last two years. These users were also active on the second screen, engaging with content related to a show and its stars, while watching TV.

The study highlights the significance of social media in the process of acquiring more viewers. It also provides statistics on the impact of social on different races in America and their activity on the second screen.

In this weekly series, we do a roundup of reports from analyst groups like Altimeter, Bain, Gartner, McKinsey, Nielsen and others, showcasing the ones most relevant to today’s digital marketer and modern communicator. If you’d like to continue learning, you can keep track of our complete Analyst Debrief series. We’d also love to chat, leave a comment below or drop us a line on Twitter @unmetric.