Knowledge sharing for digital decision makers
Conference, 3-5 May 2011

Shannon Paul

Social Media Manager, Blue Cross Blue Shield of Michigan

Biography

Shannon Paul

Throughout her career, Shannon Paul has helped companies earn a voice and gain relevance with audiences engaged in social media.

Her background includes optimizing digital content for search and social sharing, working with product and development teams to build requirements for increased interactivity and integration into social networks, crisis communication, online community management and social media policy development.

Most recently Shannon was recruited to manage social media for Blue Cross Blue Shield of Michigan where she oversees the use of social media throughout the enterprise. Her previous experience includes managing social media for the online division of PEAK6, a privately held financial services company, and creating the first social media strategy for the NHL Detroit Red Wings.

Shannon is passionate about helping people find their voice and bring who they are to their online presence. She is obsessed with Internet culture, all things digital media and a proud resident of the city of Detroit where she lives with her husband, Adam, and a newly-adopted St. Bernard named Xeno.

Blue Cross Blue Shield of Michigan

Blue Cross Blue Shield of Michigan, Inc., a nonprofit organization, provides and administers health benefits to members residing in Michigan

Presentation

Avoiding Shiny Object Syndrome: How to Ensure Your Social Media Plans are Strategic

Case: Blue Cross Blue Shield of Michigan

Track: Online strategy
Conference Day #1, Wednesday May 4th, 4.15 pm - 5.00 pm

Over the past few years many companies jumped into social media communications with both feet, convinced it was the next big thing. They launched blogs, created Facebook and Twitter profiles and began publishing videos to YouTube. Fast forward to 2011 and many are still trying to figure out what they should be doing to get real value out of their budding social presence.

In this presentation we'll explore the three types of social media strategies and how to take yours to the next level. You will learn to identify and address issues that prevent companies from succeeding in social media and what you can do to ensure your social strategies align with larger corporate goals and business objectives.

See slides online

Philadelphia 11 conference news: How do you ensure your social media plans are strategic?