《Mckinsey Quarterly》高管当然知道什么是社交媒体,甚至了解社交媒体如此强大的原因——能够放大口碑效应。但谈到如何驾驭社交媒体影响力,他们就有些丈二和尚摸不着头脑了。为什么对许多高管(尤其是非营销部门的高管)而言,社交媒体仍然是一团迷雾?我们认为有两个相互关联的原因。首先,源自社交媒体的朦胧本性,尽管准都知道消费者越来越喜欢在线讨论产品和品牌,寻求相关建议并 “Mckinsey Quarterly” executives certainly know what social media is and even understand why social media is so powerful – it can amplify the word-of-mouth effect. However, they talked about how to control the influence of social media. Why is social media still a mess for many executives (especially non-marketing executives)? We think there are two interrelated reasons. First of all, from the nature of social media, even though it is known that consumers increasingly like to discuss products and brands online, they seek relevant advice.