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7 Steps to Take Your Brand Social ... and Still Be in Control

Tamsen McMahon
Thu., Apr. 22, 2010, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 4.5 star(s)

Branding is different in the social age: You have less control of your message ... but more control of your brand.

No, you're no longer in total control of your messaging—but you never were. No matter what marketing and corporate communications you put out there, your customers always had their own opinions, and always shared those opinions with their peers and colleagues. And now you can hear those conversations. Clearly.

But what does this mean for your branding efforts? Where do you start?

Branding is much more than drafting messages ... or designing logos. It's about managing the collective impression people gain from all of their interactions with you—and the interactions others have as well (newly amplified through social media). If you take a social approach to branding—if you actively engage with and respond to these conversations—you can know, in an instant, whether the brand you want is the brand you have. Since you control your response, you control your brand.

In this seminar, you'll discover a seven-step process to help you build a solid, sustainable, and social brand by actively aligning your values and operations (not just your communications) with those of your customers. You'll also learn seven keys to social branding—insight, relevance, identity, resonance, coherence, engagement, and evolution—and how they help you control your brand.

You'll leave knowing how to use a Social Branding Scorecard to evaluate your brand's "social readiness," identify the changes or improvements you need to make, and develop a strategy for building or strengthening your social brand in a way that makes the most of what you control.


Tamsen McMahon specializes in helping people and organizations make change happen. She joined Boston-based brand strategy firm Sametz Blackstone Associates after more than 15 years on the client side, serving as Director of Development Communications at Harvard Medical School, Director of Marketing & Communications at The Boston Conservatory, and Head of Exhibition Planning at the Peabody Essex Museum. She holds an MBA in Organizational Behavior & Management Communications and an MA in Arts Administration, as well as undergraduate degrees in Marketing and American Studies. Reach her at or on Twitter as @tamadear.

Who Should Attend?

Anyone responsible for their organization's social media, community-building, or marketing efforts who is looking for a step-by-step process for evaluating and strengthening their social branding strategy.

What Will You Learn?

  • How to gain control of your brand even as you "lose control" of your message
  • How to build a solid and sustainable social brand
  • How to align your brand with your customers' values
  • A seven-step social branding process
  • The seven keys to social branding

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