Ready, Set, Engage

March 30, 2011

Recently we presented our “Social Media in The Real World” seminar to a group of college students studying PR. In the presentation, we highlight examples of companies using social media, along with the types of jobs and skills necessary to manage social media for business.

About a third of the students in the class had experience with social media through internships at local companies. Yet when asked if the social media efforts were measured, not one person raised a hand, and few indicated knowledge of any set corporate goals for social media.

There is no doubt that students “get it,” and they’re eager to be part of a team actively using social media. But companies can do a better job of tapping the new media — and engaging the biggest users. We believe a solid strategy for social media with defined rules of engagement and established corporate goals can better manage expectations, deliver measurable results, and provide a valuable learning experience.



Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.