On Social Media Living Up to its Promises with Raechel Johns

Associate Professor Raechel Johns (photo supplied)


Associate Professor Raechel Johns is a marketing specialist and Head of the School of Management at the University of Canberra. Raechel and I have been colleagues for many years. We even starred in a marketing video about ten years ago. So I asked Raechel about social media and marketing and how I was disappointed that social media had not lived up to its early promises.

Is social media any good? Or has it been over-run by commercial interests?

Raechel talks about the Gartner Hype Cycle and the "trough of disillusionment", but also says that social media provides opportunities for building social capital, learning new ideas, and creating social value.

The podcast (and our video from many years ago) are below.