Social media is a channel of communication using web-based and mobile technologies for interactive dialogue. It starts with people, personal profiles, and personal branding and extends to company branding, customer engagement, collaboration, and co-creation. Understanding social media and its business application can build brand consistency and messaging across the organization, as well as... [read more]

Social media is a channel of communication using web-based and mobile technologies for interactive dialogue. It starts with people, personal profiles, and personal branding and extends to company branding, customer engagement, collaboration, and co-creation. Understanding social media and its business application can build brand consistency and messaging across the organization, as well as representation on social media tool websites and individual profiles. Evangelism and amplification are the new buzz words to leverage customer contact and to enlist technical, sales and business development teams, marketing and management resources in the product development, product sales and product support areas.

This two-session webinar will focus on social media strategy, integration of social media with a marketing strategy, and the governance that needs to be in place via a social media policy that will guide employees and customers. Emphasis will be placed on the importance of having a strategy that aligns with business goals and how to move through a strategy process. From there, the course will provide an operational approach to social media governance for managing employee, partner, vendor, visitor, and customer behavior. Recognizing that the Internet is an extension of word-of-mouth, the course will provide a perspective on employee boundaries and limits and defining an escalation path when something goes wrong.