No question social media is becoming an increasingly important set of tools for having conversations with customers. However, with any new set of technologies comes hype – and, consequently, the feeling that we have to jump on the bandwagon head-first or miss the ride. And, of course, let’s not forget the pressure to ‘monetize’ our efforts (you know the workshops that promise quick ROI). Oh, the insanity!

Well, not all tools work for every organization or marketing need, and some smaller businesses don’t *need* social media (such heresy!). If you are having cash flow issues, it’s not because you aren’t blogging or twittering! It’s never about the technology; it’s how the technology helps an organization connect to and converse with customers. Moreover, social media is not about brand control or selling. Instead, successful social media implementation requires consistency and time, experimentation, strategic planning, and relationship-building – a fact these ‘get quick sales’ workshops ignore. Tools change; thus, longer-term relationship goals must always drive strategy.

What is social media and why do we need it?
Which tools make sense for what needs and in what context?
What can businesses *reasonably* expect from their social media efforts?

This talk will briefly (we have less than an hour!) explore these questions and discuss how smaller businesses (based on research) are using social media effectively where it makes sense. Kathy will also share her personal experiences and what she’s learned from integrating social media into her marketing. Bring your own experiences, examples and questions to share.

Kathy’s 18-year strategic marketing career includes product development, branding, and marketing communications. She has launched services for companies such as SGI, Yahoo!, Autodesk, Gartner Group, Joint Venture Silicon Valley, Intermolecular, and Dow Jones. An advanced games group member at ComedySportz, she speaks extensively on the fun-creativity-innovation connection. Her passion is helping companies use levity to innovate and market their products. She has an MA and MBA from Stanford University and UC Berkeley, respectively.

A marketing expert with advanced social media knowledge and former board member of the Silicon Valley American Marketing Association, Kathy believes that marketing pragmatism (not tool evangelism) must drive technology usage by businesses. Kathy’s interest in social media began five years ago as a founding board member for the Society for New Communications Research (SNCR.org), the first non-profit global think tank to study the influence of new media on traditional media, business, and society. In her SNCR board role, she has focused on best practices research for social media use and measurement – areas that are still evolving today.