Academic Research Can Go Almost Viral Too
Sunday, March 15
3:30PM - 4:30PM
Hyatt Regency Austin
208 Barton Springs Rd
Can a bad hair day nix your raise? Why is it risky to pitch an idea that is too perfect? These topics are headline fodder for stories about academic research by Stanford Graduate School of Business professors.
In this interactive conversation, we’ll share how we turn potentially dry academic studies into engaging stories, and deliver them on a multitude of publishing platforms, including our website, print magazine, and syndication partners, and to more than 230K Twitter followers. For those who find original content creation challenging, we’ll reveal how we work with faculty to retain academic rigor while telling stories that people want to read and share.
We’ll also discuss effective ways to extend the reach of your content via the web and social media, how to customize content for your own properties and mass media partners, and why it’s important to recycle stories. Don’t worry, we won’t leave out old-school print – we’ll share ways we continuously reinvent our magazine.
Editorial Operations Mgr
Stanford Graduate School of Business
Deborah Petersen is editorial operations manager at Stanford Graduate School of Business and spent many years as a print and digital journalist. As the social media editor for Bay Area News Group, ...Show the rest
Deborah Petersen is editorial operations manager at Stanford Graduate School of Business and spent many years as a print and digital journalist. As the social media editor for Bay Area News Group, she trained journalists in social media from throughout the San Francisco Bay Area, and became one of the first journalists in the world to partner with Facebook in 2011. At the San Jose Mercury News, she oversaw the the award-winning coverage of California’s 2006 spinach crisis. She was “embedded” with a 9-11 widow for a year as a staff writer for Northeast magazine, and also wrote about her mother’s decision to die. Her narrative, Ballouville: Poverty With a View, for The Hartford Courant was re-published in RiverTeeth & nominated for a Pulitzer prize. She’s been a therapist, features editor, blogs about electric vehicles, and is a frustrated playwright. She bicycled across America with her husband during her first year of marriage, and lived to write about it. The marriage also survived.Hide the rest
Social Web & Email Strategist
Stanford Graduate School of Business
Karen Lee is the Social Web & Email Strategist in the Marketing & Communications team at Stanford Graduate School of Business. She joined Stanford in 2011 to lead the school's social media strategy...Show the rest
Karen Lee is the Social Web & Email Strategist in the Marketing & Communications team at Stanford Graduate School of Business. She joined Stanford in 2011 to lead the school's social media strategy and manage the school’s flagship profiles on Twitter, Facebook, LinkedIn, Tumblr, Google+ and Instagram. She also helps staff, faculty and students on their digital strategy and is responsible for providing them resources, training and social media best practices.
Her career in social media started when she joined Livescribe, a consumer technology startup aimed for college students. Facebook was still for college students only, and Twitter didn't even exist yet. Karen was most recently at a creative agency in San Francisco, where she worked on major social media campaigns with brands such as Intel, Six Flags and VitaminWater.
When she's not tweeting about business, Karen is reading business books or taking Instagram photos of her boxer, Brisket.Hide the rest