Social media channels represent an exciting medium to reach out to the public and potential collaborators. Social media can also play an important role in helping generate positive buzz for organizations seeking to develop a market for their products or services.  For example, many of today’s companies gauge the depth of market interest in their products not through traditional advertising or focus groups, but rather through leveraging social media, such as communication platforms (e.g., Twitter, WeChat, Facebook), and content sharing platforms (e.g., YouTube, Vine), and crowd-funding platforms (e.g., Kickstarter, Indiegogo, GoFundMe).  Some companies are also using open, collaborative approaches to … Continue Reading