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Experts disagree on the merits of farming out your social media monitoring. Real-time, constant monitoring is an absolute requirement for a responsible presence. The job demands a nuanced understanding of the customer and the brand, as well as knowledge of what events may be impacting the brand everywhere around the world, on every social platform where the brand lives.

Advocates of outsourcing contend that hired social media professionals can be loyal brand stewards, bring a greater attention to detail, and remain impervious to internal political battles that may impact the brand's reputation. But detractors claim that only experienced employees have the wherewithal to communicate with confidence and authority on brand issues by embodying the company culture and leveraging a vast network of workforce expertise.

Our panel defends both points of view. You'll learn:

  • What it means to be proficient in social media monitoring and who is best equipped to do it.
  • What happens when an outsourced social media contract goes wrong.
  • How to evaluate a firm who is offering to monitor your social media presence.
  • How employees and management can be at risk legally if they don't understand social media and regulatory issues

About the Panel:


ImageChris Vaughn is the Director of Marketing at DigitalSherpa, a content and social media marketing company that builds products around the needs of small businesses. After graduating from Oglethorpe University in 2005, Chris worked as Managing Editor for Bluff Media LLC and even though he got his start in the print magazine world, he had always placed a special focus on digital content strategy and lead generation. At DigitalSherpa, he builds and manages the lead generation program that has been responsible for starting up over 3,000 marketing programs for small businesses nationwide.

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Bonnie Stice is a Senior Manager of Digital and Social Media for AT&T. In her current role, she is a member of the Corporate Communications team, where she primarily focuses on community engagement for AT&T’s main social media channels.Bonnie is from Austin, Texas where she attended the University of Texas at Austin and obtained a degree in Public Relations with a concentration in Business. She’s a music lover – especially when it’s live and loud. When she’s not tweeting, she’s kayaking, running, and volunteering.

ImageRobin Fray Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007.  Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @RobinCarey