Alan Shaw is a senior lecturer in Digital Marketing at Leeds Beckett University. His PhD looked at how social marketing could influence positive health behaviours in people living with diabetes. Alan’s main research interests are in Social Network Analysis, Social Listening, Netnography, Social Marketing and Social Media Marketing. He has over 25 years’ experience as a practitioner, working as a Global Marketing Manager, Commercial Director and owner of a Digital Marketing agency. Alan regularly creates video blogs on NodeXL and other Social Networking activities: https://www.