Embracing Social Media to Corporate Advantage
Over the past decade, corporations have responded effectively and profitably to the disruptive innovation of the Internet, especially e-mail and e-commerce. In the coming decade, companies large and small will need to manage the second wave of interactive digital technology, Social Media. Already, traditional notions of branding, marketing, and corporate communications are being turned on their head by the penetration and ease of use of these new on-the-web digital tools.
This 4-part KnowlEdge Series program will explore the issues guiding management response to the meteoric spread of online phenomena like blogging, Facebook and Twitter and how these profoundly change key stakeholder relationships, including customers, employees and vendors.
The Business Question: As broadband connection and the mobile web become pervasive realities, how can corporate executives engage with social media to maintain and strengthen their image, brand, customer base and vendor relations in a technologically as well as economically challenging environment?
- How can companies understand their relationship to traditional stakeholders, external and internal, when the have "lost control of the conversation," and position themselves positively in a new digital environment?
- How can companies apply lessons and best practices from leading edge corporations who have successfully embraced social media like Facebook, blogging, and Twitter, to maintain their image, brand, product promotion and market penetration?
- How should social media be addressed in terms of the employee base: what are best practices? Where are the boundaries? What elements go into creating an effective corporate social media policy?
PART 3: Jamming: Promoting Productivity and Innovation … view details
29 April, 2009 11:00 AM EST [11:00] | (1 hr)
When fostered in an atmosphere of trust, social media can be a way to increase the organization's productivity and collective innovative capacity. Case Study: IBM's Innovation Jams.
Key Points to be covered:
- How can social media be used to increase productivity and encourage innovation?
Liam J. Cleaver
Liam Cleaver leads IBM's Jams, the company's Web 2.0 approach for business collaboration and enterprise transformation. Jams are online collaborative discussions for audiences ranging in size from a few hundred to hundreds of thousands. Jams captu... Full Bio
President and Chief Executive Officer
The Conference Board, Inc.
Jonathan Spector is president and chief executive officer of The Conference Board, Inc., the most widely cited private source of business intelligence. The Conference Board convenes thousands of executives annually in council, conference, and meet... Full Bio
Program Director, The Conference Board Council on Innovation and Digital Strategy Council
Jim Lichtenberg's expertise is in e-business strategy. Lichtenberg has successfully completed business-building assignments for clients such as Prudential, Nestle, John Wiley, AT&T, and DuPont. His articles on technology and culture have appea... Full Bio