A businessman’s guide to social media
Stephanie N. Mehta
@FortuneMagazine
JUNE 13, 2014, 5:13 PM EDT
A Harvard Business School associate professor breaks it down for the non-hoodie-wearing crowd.
When Mikolaj Jan Piskorski was an assistant professor at the Stanford Graduate School of Business, he met a couple of entrepreneurs who were poised launch an online networking company. Piskorski initially dismissed their idea, on the theory that the offline world already provides executives and employees with plenty of opportunities for interaction. But he changed his mind on his commute home and asked the fledgling entrepreneurs if he could hear more. The founders, Konstantin Guericke and Reid Hoffman, would go on to unveil LinkedIn. Piskorski, meanwhile, has developed a body of research around social platforms. Now an associate professor at Harvard Business School, Piskorski spoke withFortune about his new book, A Social Strategy: How We Profit from Social Media, which aims to help business leaders figure out how best to use this new medium for fun and (mostly) profit. Edited excepts follow: Read more of this post