Operationalizing social media across the organization is perhaps on of the most challenging aspects of social media for companies and brands. Too many look at social media as a consumer-facing communications channel and forget that departments from HR to research and development and even internal collaboration among divisions can all be helped by social technologies and strategies.

We’re addressing that issue at Explore Dallas-Fort Worth in several discussions, one major one led by Zena Weist, Vice-President of Digital Strategy for Edelman. Her experience at brands like Embarq, Sprint and H&R Block, plus the brands she’s working with in her current role, gives her a unique and experienced look at how to incorporate social across the organization. She’ll share not just advice, but case studies on how to do it.

I caught up with Zena recently to get some good information from her before the event and for those of you who may not be able to attend. I asked her why companies funnel social media into a consumer-side communications channel, how we can get our organizations to move that thinking to internal and cross-silo mechanisms, how marketers can be in front of policy issues and more.


You won’t want to miss the business insights Zena has to give at Explore Dallas-Fort Worth. She’ll be speaking there, along with an all-star lineup that includes AT&T’s Chris Baccus, Radio Shack’s Adrian Parker, Brian Clark from Copyblogger, Tom Webster from Edison Research, Nichole Kelly of Full Frontal ROI, Tim Hayden from 44 Doors, DJ Waldow from Waldow Social and more. The event will also feature a number of excellent software providers and companies to help you navigate the waters of digital marketing. They’ll bring their knowledge to share as well as their products. This is a must-attend event, so register now!

The full day’s content, breakfast, lunch (by Wolfgang Puck Catering) and a cocktail reception is $400, but let’s see if you’re paying attention! Register and use the code “ILOVESME” and you’ll get the early-bird price of $250, no matter what! Can’t be that! Go reserve your spot!

Explore is a five-city conference event series from Social Media Explorer and presented by Expion and Raven Internet Marketing Tools. Learn more and sign up for email updates for the city nearest you at socialmediaexplorer.com/product/events.

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog and signature Explore events. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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  • JB Holston

    Thanks for this!  We have thousands of folks on the #newsgator extranet working through a ton of these issues in real-time (we have about 300 of the Global 2000 as enterprise clients).  Zena congrats on joining Edelman and happy 60th Birthday, Edelman… 

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  • http://adamjustice.me/ Social Media Marketing Expert

    Being in Eastern Kentcuky, all of my business in web development is for small business, either local or clients from across the Inernet. Still, it is important to know about all of the potential uses of technology to be effective at getting optimum results from consulting. I recently wrote about internal uses of Social Media within fortune 500 companies in ”Bucking Perceptions: Mid Level Marketing and the Fortune 500″ and even though the applications would be scaled down, there are internal facing platforms that could be useful for any size organization. Crowdsourcing applications, information databases, communications technology and worksharing technologies are universally useful. I would have loved to been able to come to your Dallas convention Jason, and heard from some people who have studied internal applications of social media and technology in depth. I signed up for updates for the Nashville event, so we’ll see if I can make it to that one. I think one of the un-tapped uses of an internal facing network that would have a lot of potential is one that could be used to orchestrate a massive public facing camaign involving the online presence of all of a company’s employees.

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