There's nothing we love more than solutions—top-notch insights from top-of-the-line experts that help solve common marketing problems. Here's this week's solution, featuring SAS, which offers us a solution to the following problem: How does Marketing convince the CEO that it's time to embrace social media?

Expert: David B. Thomas, Social Media Manager, SAS

Dave has been active in social media since 1994, when he joined his first Internet forum. He is a key member of the Program Advisory Committee for MarketingProfs' B2B Forum scheduled for May 4-5, 2010 in Boston.

Problem: "Oh, Yeah? Tell That to My Boss!"

You know your company is being left behind because you don't have a social-media presence online. But you find your biggest obstacle is in-house: How do you convince your boss it's time to go social?


Dave offers the following crucial steps for initiating your organization's nonbelievers into the power of social media.

Show and tell. A great way to start making your case in-house is with a good old-fashioned Show and Tell. "For those of us who enjoy doing this stuff daily, it's easy to forget it can be confusing and daunting when you're getting started," Dave notes. "The first step in convincing your boss that social media is valuable for your company is to make it real for him or her."

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Claire Coyne is a writer and editor for MarketingProfs. Reach her via