Beyond Reputation Management — Creating an Integrated Social Media Strategy Across All Business Channels 

Presented by Kevin Murphy, Digital Experience Director at Waggener Edstrom Worldwide 
 
Since social media went mainstream, communicators and public relations pros have tried to “own” the responsibility for social media. Yet recent trends in social media strategy are proving that it has the potential to be far more than a reputation management tool. In addition to supporting informed brand management, integrated social media strategies are now driving sales, improving customer service, informing product development and more. 

In this engaging session, Kevin Murphy, of Waggener Edstrom, will take you beyond the social media 101 basics to examine real world examples of successful integrated social media strategies. Drawing from 15 years experience leading social media and digital experience solutions for major brands around the globe, Kevin will arm you with practical take-aways to advise a similar strategy for your employer or client organization.  
 
Learn the keys to developing an integrated social media strategy across internal communication, PR, marketing, sales, and customer service channels, including:

• How to guide social media engagement best practices
• Techniques for getting people on board and working out ownership and ethics issues
• Case studies of massive and catastrophic failures
• Concepts for managing workflow across multiple groups and social media properties
• Techniques for tying social media to sales and service
• Measuring return on engagement