Social Media: Where’s the Beef?

Dear reader,

faculty member Gordon Adler ** is a communications specialist and has been in the business for many years. Recently he published an article in the GAA magazine „News+More“ (alumni) on social media and posted it in his blog.

With his friendly permission we quote his blog post and include the mentioned article as pdf download. Thank you, Gordon!

Peter Lorange

Social Media: Where’s the Beef?

by Dr. Gordon Adler

Many companies are using social media. Some are leading the way:

Others throw money at it, but they haven’t figured out how to use it well. I’m  no exception. I can talk a good social media game, but truth be told, I’m not sure what works and what doesn’t.  So, what should we do?

I tried to answer this question in a short article I published in News & More, the GAA Alumni Network magazine:  Social Media: Big Buzz, Big Budgets, But Where’s the Beef?

Here are three things you need to do to get started:

  1. Learn the basics
  2. Align your social media strategy with your communication strategy
  3. Measure returns on your social investment

Seems to me you can’t be in it for short term gains. Social media is a long game. You’ve got to be committed and consistent.


** Gordon Adler is a communications expert who earned a Doctorate of Business Administration in Corporate Strategy Communication with distinction at the University of South Australia. He has been a Guest Lecturer at the Graduate Institute of Geneva, IMD and the Swiss Federal Institute of Technology (ETH) and was the director of the International School Bern for several years. He now shares the experience he gained as director of communications at IMD Lausanne and in other positions, through Adlerway, his own consulting company for strategic management and communications, and as a teacher at Lorange.


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