Social media is a moving target: a few years ago brands wrestled with the blogosphere. Today they ask about Twitter strategies, Facebook versus MySpace, and more.

When an angry blogger talks smack about a brand, whose job is it to respond? Marketing? Customer service? (“Nobody” isn’t an option.) Can any part of a corporation “own” a media channel, particularly a social media channel that is by definition a kind of digital commons? How does a social media strategy relate to a social media advertising strategy? And should our customers’ ever-increasing level of mobile engagement with social media change anything?

In this afternoon’s Master Class, our own chief content officer and two senior digital marketers will survey the year-over-year growth of and changes within social media. We’ll explore the special challenges of social media as it integrates – or fails to integrate – with other marketing and advertising. We’ll also hear about the work of the Social Media Business Council (formerly the Blog Council) and what it’s doing to help marketers work effectively with social media.

This is Hilary Weber's portion of the class

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Presenter: Chris Curtin, VP, Digital Strategy, Corporate Marketing, Hewlett Packard Company; Hilary Weber, Director, Internet Marketing Communication, Kaiser Permanente; Brad Berens, Chief Content Officer & Editor at Large, iMedia & CMO Executive Summits

Format: PPT