So what’s this all about?

15 May 2010 by Randall Helms, 2 Comments »

My name is Randall Helms and I am currently an MBA student at the University of Edinburgh Business School. Having now finished my classes, I am now in the process of writing my dissertation, which is due in at the end of August. The broad topic I have chosen for this project is marketing through social networks. Since this is obviously quite a broad topic (and one that is in any case evolving extremely rapidly), for the sake of brevity I obviously need to come up with something narrower and more precise.

For the moment, I have decided to start from the hypothesis that social networks provide brands with an excellent way of deepening relationships with their existing customers, but are not so good for reaching new customers.

This is just a starting point, though, and I might well change my mind by August!

This blog is designed to play an integral role in this process, by giving me a space to chew over my research, to draw together different strands, and to sound out new arguments. Hopefully there will also be some interesting conversations over the next couple of months with readers.

Initially, at least, this blog will focus on how marketers can use the social media space to reach out to consumers, but since this is quite a broad topic and one that has relevance to so many different aspects of modern business, I will also be blogging about other stuff that is related to the core focus of the blog.

Anyways, it promises to be an interesting couple of months. Along the way I’ll be looking at trends, analysing situations, scratching my head over articles, interviewing interesting people, sharing videos and, above all, offering my own take on the hyperspeed evolution of social media marketing.

I hope you enjoy it!




  1. […] my first post I mentioned that I am working from the hypothesis that “social networks provide brands with […]

  2. […] here’s a short update on my thinking for my dissertation. I mentioned before that I was working from the hypothesis that “social networks provide […]

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