Getting the social media on your side

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Perhaps the most important part of this research lies in demonstrating the way the image‐intensive tools generate different returns, depending on both brand familiarity and cultural media. A wider study, taking in more countries, would help to establish whether these findings hold true across all diverse cultural, political and economic backgrounds. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.