m a s s l e s s _ c o m m u n i c a t i o n

My name is Eleanor Baird and I’m passionate about measuring the impact of media and using those insights to continually improve how brands interact with their customers.

About this blog

From paid advertising to word of mouth to social media campaigns, the purpose of this blog is to explore how we can make sense of them and use them in the most effective and

way possible to achieve a certain goal.  It will also explore how the right measurement can help make media, particularly online media, more sustainable.

Originally, this blog was a way to think through and get feedback on my thesis research, which is about the current and future practice of targeted advertising online.  The phrase and the concept behind “massless communication” began as “massless media”, a term I used in an essay on network TV branding I wrote for Henry Jenkins‘ media theory class in May 2007. “Massless Communication” is the name of this blog because I think it captures both the shift towards more personalized and self-directed media consumption and participation that we’re seeing today and on the horizon.   I also like how it sounds

About me

Since finishing my MBA at the MIT Sloan School of Management , I’ve been working  for a web analytics and consulting firm called Compete in Boston.

I am also an alum of the Convergence Culture Consortium (C3), a group within the Institute’s Comparative Media Studies program, where I was the lone MBA student on a team of researchers investigating  questions on spreadable media, social networks, and the changing media landscape.

This blog reflects only my own views, not those of my employer, MIT, or anyone else.

I hope that you enjoy reading the blog. Please do not hesitate to contact me by posting a comment or by emailing me at eleanor (at) sloan.mit.edu.