Our last lecture of the semester covers social media. Examples from the healthcare industry are offered, the SMART (Social Media Awareness and Response Team) framework is introduced, based on our Nov. 2009 Harvard Business Review article, and concepts of crowd sourcing and prediction markets are introduced. The course ends with a discussion of Facebook, highlighting the firm’s growth, the impact of feeds, the importance of the F8 effort, the struggles of Beacon, and challenges of ad models & social networks (specifically with content adjacency and user attention). Chapter & Case readings can be found at http://www.gallaugher.com/chapters