SHIFT Boston Office

SHIFT Boston Office

The Latest from SHIFT Boston

How Influence Works: Social Media and the Social Impact Theory

How Influence Works: Social Media and the Social Impact Theory

Posted Monday, October 2, 2017

Christopher Penn


In 1981, long before social media existed, Ohio State University psychologist Bibb Latané coined the social impact theory after conducting a series of experiments to validate his hypothesis about how influence works. While the theory was created in a time when there were no social networks, its principles become vastly more powerful in the context of social media. Chris Penn, Vice-President, Marketing Technology at SHIFT, explains what social impact theory means to marketing and communications professionals.

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Facebook Crosses 2 Billion Users

Facebook Crosses 2 Billion Users

Posted Wednesday, August 23, 2017

Christopher Penn


Facebook released its 2Q 2017 earnings, and the largest social network in the world passed a milestone this quarter: 2 billion monthly active users. This is an astonishing feat, considering that at no other time in history has any company ever convinced 2 billion people to do anything together. How can we explain the social media giant’s performance? Christopher S. Penn, Vice-President, Marketing Technology at SHIFT, takes us through the details.

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The Earned Media Holy Grail: Business Press Coverage

The Earned Media Holy Grail: Business Press Coverage

Posted Thursday, August 10, 2017

Amanda Munroe


It’s rare that a week goes by without the team talking about business press coverage. All clients want it, and few understand what it takes to get it. Amanda Munroe, Vice-President at SHIFT, explains why business press coverage should be part of any strategic PR plan and is an important goal to achieve for clients looking to secure additional funding, attract certain customers, establish credibility in the market and show momentum to the board.

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