Professional development and training blog of the Public Relations Society of America (PRSA)
November 1, 2010

Charlene Li: “Use Social Media to Create a Culture of Sharing”

“If you don’t value relationships, you will never value social media.”

That was the rallying cry of Charlene Li at the PRSA 2010 International Conference:Powering PRogress.

After her highly-anticipated keynote address, which wrapped the three-day Conference in D.C., I got to sit down with Li, co-author of the best-seller “Groundswell,” author of the new book “Open Leadership,” and founder of Altimeter Group, to discuss some of the hottest topics related to social media. Nothing was off limits!

My Backstage Interview with Charlene Li

  • It can be kind of scary engaging with new technologies. What is your advice to marketers who are just getting started using social media?
  • I’ve heard this phrase a million times, “I’m afraid to lose control of the message?” How do you respond to someone who considers social media a risky decision?
  • We all understand the importance of creating a cohesive social media strategy, yet still some marketers are quick to jump to, “I need a Facebook page.” What do you say to marketers who neglect to formalize their social media strategy?
  • It seems that most push-back around social media comes from the top. How do you get buy in from the C-suite?
  • Using social media for internal operations is a new idea to most. What are some of the unique and different ways you’re seeing organizations leverage the social space internally?
  • What can we expect to see in the next year related to the evolution of social networks?
  • The world loved your first book, “Groundswell.” What can you tell us about your new book, “Open Leadership”?

Ashley Walters, manager, Word-of-Mouth Marketing, Empower Media Marketing, oversees social media planning and execution for a variety of CPG clients. Ashley contributes to Empower’s social-media-focused blog, “Social Study,” and is a board member for Cincinnati’s PRSA Chapter. Connect with Ashley on LinkedIn and follow Ashley on Twitter @Ashley_Walters .

For more coverage on the PRSA 2010 International Conference: Powering PRogress, visit PRSA Intelligence, follow #prsa_ic and the Conference blog.

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