In the winter of 2007, students in Media Management 912 at the Kellogg School of Management conducted literature reviews on different aspects of the social media phenomenon and wrote papers highlighting what they learned. Here are the best of those papers. Also included is the work of a student at the Medill School of Journalism, who conducted independent study research on social media issues.


To Blog or Not to Blog: Do Blogs Always Drive Brands?
Sirimas (Benz) Amatayakul

User-Generated Commercials for Consumer Packaged Goods
Sinapa Amornvivat

Open Sourcing and Product Innovation
Marc Aneed

Social Media: Creating Commercial Buzz Through Web Games
Nir Ayalon

Navigating the Social Media Landscape to Identify and Recruit Creative Talent: Strategic Advice to Content Producers in Film & Television
Marcus Badger

User-Generated Commercials
Anita M. Barci

What Motivates Participation in Online Communities?
Jessica Bernstein-Wax

Customer-Generated Advertisements
Christopher Bishop

Corporate Marketing in Second Life
Emma Blaylock

The New 30 Second Spot: Literature Review of User Generated Commercials
Brian Boroff

Social Media & User-Generated Commercials
Jennifer Brusa

Branding in Virtual Online Gaming Communities
Jillian Crawford

MySpace's Newest Friend: The Music Industry
Todd Cruise

The Content Creator's Dilemma: A Hypothetical Case
Suneel Gupta

Targeting With Blogvertising: Driving in Future Opportunity
Shao Wei Hou

Social Media's Impact on High Tech and Media M&A Joint Venture Activity
Matthew Raino

The Effect of IM Usage on Workplace Productivity
Justin Schwarz

MySpace Music: Taking the “Industry” Out of the Music Industry
Tim Walsh

Blogging and Corporate Crisis Management in China
Yu (Jackie) Wang


Bibliography