Back in 1988, I got my first "big" job as director of marketing for the Kenan-Flagler Business School. It was there I developed what's become one of my "bread and butter" skill sets: translating research results into practical information lay people can use.

A few years ago, I was asked back to KF to help them tell the stories of researchers and research findings again. Here's my latest for the school:

How to harness the power of word-of-mouth marketing

There’s a lot of buzz about using social media to reach customers and prospects — and almost as much confusion about how to do it. New research by J. Andrew Petersen, assistant professor of marketing and assistant director for the Center for Integrated Marketing and Sales, indicates that B2C companies can get the most benefit by using social channels to drive referrals. Here's how.