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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 Lyn Fariello, Head of Influencer Relations at Fujitsu, who presents how the company is getting its thought leaders actively involved in social media marketing.