Free for all members

Wednesday, Feb. 27, 2008 | 12:00 EST

Social networks are clearly rich with potential to help you better understand your customers, form relationships with them, and directly or indirectly drive word of mouth. In formulating a social networking strategy, businesses should be asking themselves:

• Big or small?


• Public or private?


• What are the best uses of large, public social networks and communities vs. small, exclusive ones?

In this teleconference, Dan Comenduley, Project Management, Customer Metrics and Insights for United Airlines, and Julie Wittes Schlack, SVP of Innovation and Design, and Manila Austin, Director of Research, of Communispace will share findings from a recent comparison of a large, public community and a small private one in terms of:

• Quality of information
• Honesty of posts
• Helpfulness of information to both community members and the hosting organization
• Frequency of posts
• Quantity of posts
• Value of community input for actionable business decisions.

The speakers will explore theories about what specific social needs are met by the different types social media platforms, and will conclude their presentation with a roundtable conversation among all participants on how to tie tactics to specific business objectives.

Featured Speakers:

• Dan Comenduley, Project Management, Customer Metrics and Insights, United Airlines
• Julie Wittes Schlack, Senior Vice President, Innovation & Design, Communispace
• Manila Austin, Ph.D., Director of Research, Communispace

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