University of Chicago and My Literature Review: ‘Role of Social Media in Contemporary Marketing’

When Jason Parker wrote to ask if he could use an academic work of mine for his Social Media appreciation class at the University of Chicago Graham School of General Studies, I was thrilled. It also dawned upon me that social media is certainly worth all that time and effort.

How did Jason, Adjunct Professor at University of Chicago and Planning Director at Leo Burnett and quite possibly on the exact opposite of the world, discover ‘Role of Social Media in Contemporary Marketing’, an ‘obscure’ literature review I had completed only last September?

Social media.

And how did I make that happen?

Social media.

I had sowed ample digital opportunities where Jason and others could have found this piece of work. And this is how I did it.

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A Literature Review: 'Role of Social Media in Contemporary Marketing'

This literature review was written as part of my final project for the BA (Hons) Marketing Management program I had attended. I personally thought it was a lot of fun getting this together, especially enjoyed the tons of reading. A lot of insights and new ideas were formed during the process of writing this. See if you enjoy it too. Do leave a comment if you don’t :)

You may wish to download the PDF for later viewing.

Update Dec 1 ’09: I received an overall Distinction grade for the Final Year Project, of which this Literature Review is a major component.

Social Media, what is it?

A slides primer on Social Media below for those still grappling with its enormity (ie. Bosses). I like this for its simplicity AND for the cold hard facts and stats on social media. VERY important for any business decision making. Especially crucial when you need to convince your dino-boss on this thing called Social Media. And don’t ever forget to remind your boss when he “gets it”: its always a two-way thing.

Maybe social “media” is a misnomer; it should indeed be “social conversations”. Much prefer that actually.

More from the author, Marta Kagan on Slideshare. Check her out.