You'll learn about every major social media tool for PR professionals
This intensive one-day workshop will arm you with a complete understanding of the most powerful social media techniques—how you can use them, how you can make them cost-effective and how you can avoid the pitfalls others have encountered. Here are some of the approaches we'll cover:

• YouTube
• Conversation Miner
• Online newsrooms
• RSS feeds
• Nielsen BuzzMetrics
• Blog Pulse
• Twitter
• Technorati
• Radian6
• Corporate blogs
• Google Blog Search
• Word of mouth
• Pitching blogs
• Google Trends
• SEO
• LinkedIn
• Podcasting
• And many more!

Keep your social media program accountable: How to set measurable goals
The last thing you want is a social media strategy based on impulse. As exciting as this new technology is, you want a cost-effective program based in fact. To make sure your plan is sound and reflects reality, you'll learn:

• The impact of social media on society and marketing
• How to justify a social media program to your management
• How to conduct disciplined keyword research
• How to use free tools to monitor your primary keywords
• What your organization's particular keywords are today
• What a social media program looks like: A model template

How to monitor and evaluate your reputation in social media
Social media PR programs require active listening, and this workshop will tell you how to stay on top of conversations about your products and company, as well as how to evaluate their impact and the necessity of responding (or not!). You'll discover:

• How to use the miracle of RSS for monitoring the conversation
• How to set up your own RSS feeds in the workshop
• How to create persistent searches of target keywords and phrases
• How to evaluate the tone of conversations about your organization
• How to share the conversation with others on your team
• Which possible actions you should consider in response

Identify and track top blogs, social media and other important influencers for your business
Blogs and social media conversations can make you, break you or have absolutely no effect on your reputation or marketplace. We'll show you how to tell the difference between the most important voices in the blogosphere and niche social media networks that matter little.

How to create your own content strategy and take part in the conversation
Social media give you the opportunity to push information to your various publics, as well as to join ongoing conversations that may deal with your organization, products or staff.

• What are the most effective selfpublishing vehicles: Podcasts, video casts, e-newsletters, blogs?
• Which content vehicles best meet your communications goals . . . and which are most realistic for you to create and maintain?
• What should you know before you jump into chat rooms and other forums?
• What etiquette and rules must you observe when participating in social media?
• Should your organization set up pages on top social media sites?