Whether we know it or like it, AI will change the way we live, work, learn, and teach. I began last summer feeling overwhelmed about AI. This book gave me a foundation upon which to begin building my understanding and approach to artificial intelligence and the LLMs (large language models) like ChatGPT, Copilot, Claude, Gemini, Grok, and Llama. It helped me apply my discipline knowledge in marketing communications to AI frameworks and formulate ways to apply AI in the professional world and then teach that to my college students.
From Wharton professor and author of the popular One Useful Thing Substack newsletter Ethan Mollick comes the definitive playbook for working, learning, and living in the new age of AI
Something new entered our world in November 2022 — the first general purpose AI that could pass for a human and do the kinds of creative, innovative work that only humans could do previously. Wharton professor Ethan Mollick immediately understood what ChatGPT meant: after millions of years on our own, humans had developed a kind of co-intelligence that could augment, or even replace, human…
As a professional creating social media, a professor teaching social media, and a parent of children who grew up in a social media age this book pulled together all I was noticing and feeling the past decade. There are negative consequences of social media use that we must consider as a society, marketing professionals, and parents. The book helps me in my approach to teaching social media strategy and my understanding of my college students who are in the generation that Haidt discusses.
An urgent and insightful investigation into the collapse in youth mental health, from the influential social psychologist and international bestselling author
Jonathan Haidt has spent his career speaking truth and wisdom in some of the most difficult spaces - communities polarized by politics and religion, campuses battling culture wars, and now the mental health emergency hitting teenagers today in many countries around the world.
In The Anxious Generation, Haidt shows how, between 2010 and 2015, childhood and adolescence got rewired. As teens traded in their flip phones for smartphones packed with social media apps, time online soared, including time spent…
Being a marketing professional who now teaches graduate and undergraduate classes I must always keep up with the changing landscape of marketing practices. Mark Schaefer is always great at seeing patterns and predicting the future of marketing. In Belonging to the Brand he outlines a future where marketing is less about the traditional forms of promotion and advertising. Companies will succeed by forming real human relationships and creating communities with their customers. I believe this will be even more important with the advancement of artificial intelligence. People will crave more than ever genuine human relationships and interactions.
Bestselling author and futurist Mark Schaefer explains why community is a vastly overlooked marketing opportunity for most organizations. He explains how three major trends are colliding in a way that makes brand communities the future of marketing strategy. Highlights include:How community relates to the emotional connections developed via social media and contentWhy demographic, technological, and societal trends favor a new community strategyA new view of the ROI of communityHow a community strategy upends traditional marketing managementThe psychological connection between communities and brandsWhy NFTs and the metaverse change the game for community strategyPowerful brand benefits overlooked by most community strategies todayThrough…
Marketing communications is changing and what used to drive results doesn’t work today. Old methods are waning while new methods like social media become more important. But the concepts and techniques of the past don’t apply to the new. To understand marketing on social media you need to understand how marketing is changing and why. Otherwise, you’re using old strategies in new realities and chasing short-term trends that fail to produce lasting results. To be successful you need a process and framework that creates a social media strategy unique to your company’s situation, competitors, and customers. This book is that blueprint for digital marketing, advertising, and public relations practice in a world where the consumer has taken control. Now in its fourth edition. Everything has been updated to the latest advancements including advertising, influencer marketing, algorithms, and AI.
After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past, but on what works now in light of the dramatic changes to the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
