Sears’ PHD Of Social Media Explains How Brands Can Create Orbits To Pull In Customers

Mark Bonchek, SVP of Communities and Networks for Sears Holdings, has been a pioneer in social engagement since the 1990s when he received the first Ph.D. granted by Harvard on the subject of social media. Since then he has worked with organizations ranging from IBM to The Economist to the U.S. Department of Education. His current focus is the transformation of Sears as an integrated retailer and social enterprise.

Brandon Gutman: Mark, there’s a lot of talk these days about social media. Is it just a lot of hype, or is there really

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