Making sense of social media


In this video series, McKinsey partners David Court, Roxane Divol, and David Edelman show that by mapping social-media initiatives to different stages of the consumer decision journey, companies can prioritize investments and provide customers with exceptional brand experiences. They offer examples of companies that are doing the job well and outline the challenges executives face as they try to align multiple departments and functions to harness the opportunity.

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A social journey
interactive | McKinsey Quarterly

A social journey

This interactive traces the stages of consumer purchase decisions and shows how marketers can use social media at every step.more

article | McKinsey Quarterly

Demystifying social media

April 2012—As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways.more

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article | McKinsey Quarterly

Understanding social media in China

April 2012—The world’s largest social-media market is vastly different from its counterpart in the West. Yet the ingredients of a winning strategy are familiar.more

Read the Twitter conversation


On April 20, McKinsey partners David Edelman and Hugo Sarrazin hosted a live discussion on Twitter about using social media to shape consumer decision making. Visit our Storify page for highlights.more

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Chief Marketing & Sales Officer Forum

Marketing & Sales Forum

For more of our latest thinking about digital marketing and related topics, visit the Chief Marketing & Sales Officer Forum site.more