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How social media can influence high-stakes business decisions

Kim S. Nash | Sept. 30, 2014
Social media is more than just amassing likes. Companies are using advanced social techniques to rehabilitate corporate reputations, uncover ideas for breakthrough products, and figure out what competitors are up to.

"It was fascinating to watch the reaction on Twitter as the community noticed it and it started to go viral," says Dean Cookson, Virgin America's CIO.

After early testers said they'd like to be able to see fare options when their dates are flexible, Cookson's team added that feature to the site before the formal launch in June. By collaborating with the marketing group, Cookson says, the IT team sees how their work affects the company fortunes. "We want interesting problems to solve, not just tasks to do."


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