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Building the competence, accelerating adoption, and measuring the impact: these are the keys to making social media work in your organization. For the last few years, marketers have been told why they should be using social media, but now it’s time to tell them how they should be doing it. Calling on three years of research and interviews with practitioners, ITSMA’s Julie Schwartz looks at how companies should structure themselves for social media, the skills needed, and the processes for integrating social media into the overall marketing mix. Julie is joined by Alan Alper, Editorial Director at Cognizant, who provides an in-depth case study of how Cognizant is moving to the next stage of social media success.