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.


A New Master Class – MBA or MSc?

During the past two weeks a new Master Class has taken its first steps towards their master degree.

One of the most outstanding aspects of all our programs is the modularized structure. However, our programs are not only modularized. They are also highly synchronized.

Credits awarded in one program can be transferred to any other program of the Lorange Institute.

This means that you even have the possibility to switch to another program in case you fulfill the entry requirements.

Did you know, that, with the exception of “Core of Business & Management”, you can start right away with any module of your master studies?

This advantage is key. It allows you to start right away. As there is no fix schedule, you don’t have to wait until any specific module start. You decide how you schedule your studies.

Learn more about our programs on our website:

This is one of many advantages at the Lorange Institute. When do you take your decision?


Peter Lorange

A Member of our Faculty – Christian W. Buss

Dear reader

it’s a pleasure to present you a few members of the faculty at the Lorange Institute of Business. The order of the presentation has nothing to do with the importance of the professor.

All faculty members at the Lorange Institute are equally important. And they have been carefully chosen as proven experts in there domain.

Chris is a marketing specialist and teaching in our Executive Master of Science in Modern Marketing. By the way, and please excuse the gag: he will open his eyes!

Dr. W. Christian Buss, Member of the Faculty

earned a PhD in 1977 from the Marketing University of Pennsylvania Minor in organizational behavior. He was a board member of various institutions such as the National Multiple Sclerosis Society or the Capital Region World Trade Council. He looks back on a stratified consulting career including executive training programs with great a many companies such as the Commercial Bank of Kuwait, Capital District Transportation Authority, Fleet Bank, the American Cancer Society, The Hospital Association of New York State and many others. He made an academic career at the University at Albany including his position as director of the international marketing assistance service and as chairman of the marketing department.