Audio interviews with industry leaders and senior faculty with exclusive insights on current topics brought to you by Knowledge@Wharton and the Wharton School of the University of Pennsylvania.
December 5th, 2012
Episode 55 of 882 episodes
Television networks and advertisers alike are using social media to build buzz about programs and products -- but are their efforts really resulting in increased sales or higher ratings? Wharton professor Shawndra Hill is taking to Twitter and the airwaves in an effort to figure out how marketers should best employ user-generated content in trying to get consumers to pay attention to their products, or to make solid recommendations to existing fans. (Video with transcript)