Social Media In the C-Suite: Listening, Learning and Creating a Strategy from the Top Down

As social media becomes more pervasive in the modern business landscape, creating a strategy for its use can no longer be confined to the tech or marketing side of any operation.

In the recently released Social Media Leadership: How to Get off the Bench and into the Game, author Michael F. Lewis, chairman and CEO of business services company ILD and consulting firm Social Strategy1, offers managers a guide to understanding and leveraging tools such as LinkedIn, Facebook, Twitter and Groupon.

Knowledge@Wharton sat down with Lewis, along with Wharton marketing professor Eric Bradlow and Steve Ennen, president and chief intelligence officer of Social Strategy1, to discuss the opportunities and potential pitfalls of implementing a social media strategy.

An edited version of the transcript appears here