Social media is a hot topic among companies right now, from startups to the Fortune 500. Should we do it? What does it take to do it well? And where do I start?

Kodak has invested people, energy, and two years of dedicated effort into building its social media program—with great success. This summer, Chief Blogger Jenny Cisney traveled to The 2008 Olympic Games in Beijing, armed with her Kodak Digital Camera and her laptop.

Jenny posted to the Kodak "A Thousand Words" blog each day to detail her experiences and share her photos. Her posts covered everything from the opening ceremonies to Beijing culture to how Kodak produced hundreds of thousands of accreditation badges for the Games.

While many Olympic-focused sites detailed event results and medal tallies, Kodak's blog provided readers a behind-the-scenes look at the people and a human perspective on the Games.

This month, I spent some time with Kodak Corporate Media Relations Manager Krista Gleason and Chief Blogger Jenny Cisney to find out why their social media program is so valuable to their business, and how they've defined success.

Q: When did Kodak make the decision to make social media part of your corporate strategy, and why?

Krista: We launched our first blog—"A Thousand Words"—in September 2006 and have engaged in other social media since then, including podcasts, Twitter, Facebook, YouTube, Flickr, and Delicious. Our social media activities are part of our overall communications and marketing strategy. We use social media to connect with our customers—communicate, listen, interact, engage—and share information about our company and our products and services.

Q: Tell me a little bit about the three blogs you have, and how and why each one is important to Kodak.

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image of Amber Naslund

Amber Naslund is principal of Altitude (, a social media and marketing consultancy. She blogs at The BrandBox.