Running a corporate social media program doesn't always mean "start a blog." It starts with listening to the conversation that already exists about your brand, and responding to comments in other blogs or on Twitter.


Have you ever wondered about the real people who run the biggest social media programs? We're sitting down with a few to get their thoughts about the broader issues and landscape of social media at the corporate level.
Today's Q&A is with Debbie Curtis-Magley, Public Relations Manager for UPS
Describe the key social media efforts at UPS
Over the past few years, we've had some great experiences using social media to support campaigns. While it will continue to play a valuable role with our campaigns, we're also focused on putting some fundamental practices in place, such as:

• Regular monitoring of conversations


• Developing a protocol for customer service inquiries


• Educating employees on our social media policy


• Identifying opportunities to provide information that the media and our customers will value

What is your role?
I lead social media strategy, policies, and practices for UPS Public Relations. I oversee online monitoring, guide research and reporting, and lead collaborations with communications, legal and technology functions on social media practices.
What do you love most about your job?
I'm fascinated by how the dynamics of social media are changing the way companies and customers communicate with each other and the opportunities it provides for business growth. Plus, it just a lot of fun.
What is the biggest challenge you face with social media?
Since my role has been to define strategy and business practices, the challenge I face is educating my colleagues and management and helping people become comfortable with jumping into online conversations.
What advice do you have for marketers just beginning to utilize social media?
1. Learn from the experiences of other companies. There are some great insights and best practices you can gain from their stories. A great place to start is reading Groundswell, by Charlene Li and Josh Bernoff.
2. Consider starting a program internally to gain experience if you're concerned about making misteps in a public forum.
3. Get familiar with social media by starting a personal blog, joining a social network or participating in conversations in a discussion forum.
What are your three favorite blogs?
Unfortunately, I don't get to spend as much time reading blogs as I'd like. However, when I do get a chance these are the ones I turn to:
Groundswell
Nuts About Southwest
Various blogs on running
Disclosure: Debbie is speaking at BlogWell next week, and UPS is a member of the Blog Council.
Special note: I want to extend special thanks to Ann Handley for allowing us to re-post a few of these Q&A's this week.