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Social media can do more than provide entertainment, it can also prolong or save lives. In this university podcast, Stanford business professor Jennifer Aaker tells the story of how friends drove a call to action online that provided a bone marrow transplant for a Stanford graduate who was diagnosed with leukemia. She talks about lessons for successful social media campaigns derives from the efforts of that grassroots registry, which still actively matches donors to patients. Aaker spoke at the USRio+2.0 Conference, hosted by the Stanford Graduate School of Business.
Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. A social psychologist and marketer, she teaches in many of Stanford’s executive education programs as well as MBA electives, and her research spans time, money, and happiness. Aaker is widely published and her work has been featured in a variety of media including The Economist, The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, CBS Money Watch, NPR, Science, Inc, and Cosmopolitan. She is the recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, George Robbins Best Teacher Award and the Spence and Fletcher Jones Faculty Scholar Awards. Aaker has also taught at UC Berkeley, UCLA, and Columbia.