Development Marketing Porter Social Capital 
Harvard Business Review
FEBRUARY 20, 2013
The term "social media" was popularized by Chris Shipley in 2004 , as she described the impact of influencers and bloggers in shaping product adoption, more so than traditional media outlets. Because it includes the word media , and the genesis is marketing, most people think of this as the stuff the CMO and their team worry about.
Harvard Business Review
NOVEMBER 4, 2016
At the same time, we will localize production in big end-use markets like Saudi Arabia. executives feel that they do not generally seem to have the kind of social capital that would cushion against a big sociopolitical backlash. But it is not clear what it does to help address the rage building at home in the U.S. Perhaps U.S.
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