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The Art Of Social Media: It's All About The Relationships

Charlene Li
Thu., Jul. 16, 2009, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

The excitement around social media often centers on the technologies—Facebook, blogs, Twitter, etc. etc. But this is the wrong approach. The power of social media is that it's about the relationships it builds and supports, not the technologies.

Rather than think about crafting a strategy around social technologies, marketers should be pondering how they can use social technologies to support a customer relationship. Getting started requires courage and is not for the faint of heart. We'll be looking at the art—and the science—of using social media to support very specific and measurable marketing goals.


Charlene Li is an influential thought leader and guide on emerging technologies, with a specific focus on social technologies, interactive media, and marketing. She is the co-author of the business best-seller, Groundswell: Winning In A World Transformed By Social Technologies, published by Harvard Business Press in May 2008. Named "One of the Most Influential Women in Technology" by Fast Company magazine, Charlene is the founder of Altimeter Group which provides speaking and consulting services to organizations looking to understand and thrive in a new economy driven by social media tools and techniques. You can also read insights from Charlene on her blog, "The Altimeter."

Charlene is one of the most frequently-quoted industry analysts and has appeared on 60 Minutes, The McNeil NewsHour, ABC News, CNN, and CNBC. She is also frequently quoted by The Wall Street Journal, The New York Times, USA Today, Reuters, and The Associated Press. She is a much-sought after public speaker and has presented frequently at top technology conferences such as Web 2.0 Expo-where she now serves on their Advisory Board, SXSW, and adTech.

Most recently, Charlene was a Vice President and Principal Analyst at Forrester Research. She joined Forrester in 1999, after spending five years in online and newspaper publishing with the San Jose Mercury News and Community Newspaper Company.

She is a graduate of Harvard Business School and received a magna cum laude degree from Harvard College.

Who Should Attend?

Product marketing, marketing communication, and marketing strategy professionals who are seeking best practices for using Web 2.0 in their marketing plans.

What Will You Learn?

  • Four goals that will help you define your social media strategy.
  • How to spot the "revolutionaries" within your organization.
  • Specific metrics you can measure (and those you shouldn't).
  • Why ALL employees should get involved in social media, not just your marketers.
  • Ways to prepare for inevitable failures.
  • And more!

Social Media Summer Series

This seminar kicks off a series of eight seminars focused on adding Social Media to your marketing mix. PRO members have access to the entire series!

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