Customers, employees, brand partners and other key stakeholders expect brands to be visible and engaging via social media channels. Recognizing the opportunity, many brands have jumped in without a communications strategy and success measurement system in place. Veronica Fielding will discuss protocols that companies should have in place to ensure that social media is utilized safely, effectively and with measurable results in mind. These strategies apply whether a brand has already launched a social media program, or are still in the planning stages.