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Social media brings both opportunity and potential risk to organizations. The opportunity is for immediate and dynamic communication with customers and the entire ecosystem within which the organization operates. The potential risks stem from putting the responsibility for spreading the company's message into new hands. What if something gets out that shouldn't? Or what if a third party (e.g. an advertising or PR agency) puts out a message that is viewed as inauthentic by customers and other members of the ecosystem? Chad Hartman joins Carla Johnson in a discussion from the front lines of using social media as a vital tool for business communication. Chad and Carla discuss the need for both transparency and authenticity in carrying out an effective social media strategy. They explore why the right model for social media transactions is a conversation. Plus, they look at the role that the lowly (or is it mighty?) #hashtag is playing in the transformation of how businesses communicate with their customers, with the broader public, and with each other. About Our Guest Chad Hartman is the Brand Manager at Tropical Foods in Charlotte, NC and has been with the company for 14 years. Among other responsitilities, Chad manages Tropical's online presence and social media. He is the Past President and 4-year board member of the Carolinas Chapter of the Business Marketing Association. Chad is a blogger and very active in social media both personally and professionally. He has received professional recognition and won awards in the areas of web marketing, PR, blogging and Twitter campaigns. Chad enjoys playing poker, mowing the lawn, shenanigans and spending time with his family. His tribe knows him as #instigator #149.
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