Medill faculty, staff to participate in Social Media Week 2013

Medill will participate in Social Media Week (SMW) for the second consecutive year.

SMW is a biannual global series of events on Sept. 23-27 that address the most meaningful ideas, trends and best practices in the fields of social media and technology, as well as how those fields are influencing business, society and culture. Chicago is one of nine cities across the globe to participate in this round of SMW programs.

Medill will host two separate sessions on Thursday, Sept. 26.

In “How negative is negative word-of-mouth?” Professor Ed Malthouse and Research Associate Su Jung Kim will discuss how posting and viewing negative word-of-mouth reactions on a brand-generated online community or social media platform affects customer purchase behaviors. The presentation is based on a study conducted by the Medill IMC Spiegel Digital and Database Research Initiative. The presentation will also propose how different communication strategies for companies to implement when responding to negative word-of-mouth comments.

The event will be held at 1 p.m. in the McCormick Tribune Center Forum (1870 Campus Drive, Evanston). and will also be available via live video streaming for those who have signed up.

Following Malthouse and Kim’s presentation will be a discussion by a team of graduate students in Medill’s integrated marketing communications program and Chief Marketing Officer Jeff Davidoff, who will talk about “Not Social Media, Social Action.” The presentation will include student-generated strategies and tactical tips that drive’s rapid growth of high quality, involved followers.

“Not Social Media, Social Action” will begin at 2 p.m., also in the McCormick Tribune Center Forum, and will also be available via streaming.

Medill Communications and Social Media Manager Marc Zarefsky will also participate in a Social Media Week panel event earlier in the week. “Building (and managing) a social media all-star team: college edition” will offer tips and tricks that are useful in higher education, non-profits, small businesses and a variety of other industries. The event, hosted by City Colleges of Chicago, will be held at 1 p.m. on Tuesday, Sept. 24, at the Chicago Cultural Center (77 E. Randolph St., Chicago).

In 2012, Medill hosted three SMW events: “Using Facebook and Google+ to Engage Prospective Students,”  “Research Proves Social Media Engagement’s Link to Purchase Behavior” and “Big Data and Social Analytics: Voxsup’s ABC Approach.”

For more information about this year’s events or Social Media Week in general, visit