Most of us spend years at a tertiary institution then go into the real world building up hundreds of working hours in the hope of finding that one light bulb moment that will launch us into the career stratosphere and, if all goes well, industry wide recognition. For some it is a bit easier.

15 year old, Matthew Robson,  whilst doing an internship at Morgan Stanley. He was placed in their media and internet research department and this was a task assigned, which obviously he passed with flying colours.

The report is clear, to the point and doesn’t waste time with the usual report structure and jargon, but what I find the most appealing about this report is the rate at which it spread across the world, from Tokyo to Wall Street.

Morgan Stanley’s executive director of the media team in Europe, Edward Hill-Wood, said Robson’s report was “one of the clearest and most thought-provoking insights we have seen”. They were so impressed with it that they made it available to clients for insights, which “generated six times the usual level of interest” according to the bank.

The report was made available on Scribd, the social publishing company and has thus far had 7,343 Reads, 12 Likes, 1 Comment & 12 Favorites.

Now for the most interesting part, the actual effect of disseminating this very sought after report through social media. Compete.com shows a total of 352,927 visits and a 30% increase in unique visitors to their site.

This alone should stand as a case study, to the effects of social media and content on consumer interaction with one’s web presence.