Social Media: strategy for business - Gillian Cordall, Nina Barakzai, Chris Reed. How to best use social media? Engage with customers by talking not just about yourself but about developments potential clients are interested in. Dangers of getting it wrong, e.g. recent Toyota social marketing lawsuit - over-focussed campaigns may damage your reputation with other customers. And who 'owns' the contact list for successful social media - the front face of the media, or the employer?
Social media strategy can be reactive and responsive, e.g. Dell's 'Global Listening' - engage with commenters and respond. Does work better if you have the resources to monitor, filter and resound to social media, but for a well-known brand can have significant impact!
It's important to have clear policies and codes of conduct (especially re transparency) and to comply with relevant laws. Above akk, you have to engage, not just broadcast.
Litigation: the cancer of disclosure - Ben Rooney, Alexander Carter-Silk, Edward Rippey, Kim Lars Mehrbrey. A US, English and German lawyer