Driving a Successful Social Media Campaign

Jennifer Aaker, Stanford University, GSB

Using the case study of Team Sameer – a successful social media campaign to find a bone marrow donor for a man with leukemia – Stanford GSB professor Jennifer Aaker goes into detail on the effective strategies of an email plea sent to just 450 people, which lead to nearly 25,000 participants nationwide. Communicating a story through focused, humanistic messaging is an imperative element for social media that drives audiences to take action.