Dr Caroline Wiertz is a Reader in Marketing at Cass Business School, City University London. Her main research interests lie in the areas of consumer research and new media marketing, with a particular focus on online communities and social media. She has published her work in leading academic journals, and won several awards for her cutting-edge research as well as innovative teaching. And she is the co-founder of City Unrulyversity, which is a free pop-up university for budding tech entrepreneurs situated in London’s fast-growing Tech City cluster. She also advises the Twitter-based start-up GleanIn, as well as a number of other small tech start-ups.