Social media can do more than provide entertainment—it can also prolong or save lives. In this university podcast, Stanford business professor Jennifer Aaker tells the story of how friends drove a call to action online that provided a bone marrow transplant for a Stanford graduate who was diagnosed with leukemia. She talks about lessons for successful social media campaigns derived from the efforts of that grassroots registry, which still actively matches donors to patients. Aaker spoke at the USRio+2.0 Conference, hosted by the Stanford Graduate School of Business.