Social Media Strategy for Managers and Executives - February 2015

Do you understand how social media adds value to your company’s bottom line?

Is your company’s social media marketing strategy well defined and purposeful?

Do you need fresh ideas for how social media can be used to help achieve your objectives?

Leaders must keep pace with the latest market trends in order to effectively set their organization’s strategy and allocate the appropriate resources to carry out these objectives. So why do so few executives and top-level managers understand something as important as social media? Contrary to conventional wisdom, the execution of a well-planned, thoughtful, and comprehensive social media strategy can do much more than simply generate likes, comments, or shares — a winning social media strategy can accelerate sales, improve customer satisfaction, build relationships, support quality control processes, and enhance reputation.

Dr. Andrew T. Stephen, a world-renowned expert on social media and faculty member at the University of Pittsburgh’s Joseph M. Katz Graduate School of Business, is offering a half-day seminar on social media strategy on February 10, 2015 at Alumni Hall on Pitt’s campus. Preexisting knowledge about social media is not required, as the course will serve as both a primer and in-depth exploration. The course is designed to help managers, executives, entrepreneurs, or small business owners cut through the hype around social media in order to better understand what social media is, how it can fit into broader business and marketing strategies, what you need in a social media strategy, and what are some best (and worst) practices.

The course is designed to provide participants with ideas and takeaways they can immediately apply at their companies. Dr. Stephen will focus on real-world examples, case studies, and cutting-edge research that relate to the practical challenges faced by working professionals when it comes to social media.


Participants Will Be Able to:

  • Understand what social media is and how it can impact business.
  • Know more about the main social media tools available for business/marketing communication and some emerging “best practices” in using social media as a business communication channel.
  • Know more about other, more innovative uses for social media in a variety of business areas and processes (e.g., new product development and service management).
  • Know how to use various social media channels to publish and disseminate relevant content in order to engage an audience (e.g., customers) and to increase social impact.
  • Develop a plan for identifying opportunities for using social media in a company.
  • Confidently communicate the value proposition of social media strategy to members of your organization’s C-suite. 

Who Should Enroll

  • Managers or executives in a marketing role who wish to learn more about building a valuable social media strategy and associated best practices.
  • Managers or executives in a non-marketing role who wish to learn the fundamentals of social media strategy in order to keep pace with changing market trends.
  • Entrepreneurs, small business owners, managers, or consultants who are interested in using social media more effectively in their businesses.

Venue and Date
Tuesday, February 10, 2015
8 a.m. – 11:30 a.m.
500 Alumni Hall 
4227 Fifth Avenue
Pittsburgh, PA 15260

Program Cost

- $495
- $395 for alumni of the Executive MBA Worldwide program
- Breakfast is included in the cost of the event. Participants will also receive a certificate of completion and course materials in a hard copy form 

About Dr. Andrew T. Stephen

Andrew T. Stephen is an Assistant Professor of Business Administration and Katz Fellow in Marketing at the Joseph M. Katz Graduate School of Business. He is a world-renowned expert on social media and digital marketing who taught social media strategy for over five years throughout the United States, Europe, and Asia, and has worked with companies such as American Express, Colgate-Palmolive, Delta Air Lines, and Google, among many others. At the Katz School, Dr. Stephen teaches digital marketing and social media marketing to MBA students and to senior-level managers and executives in the school’s Executive MBA Worldwide program.

Dr. Stephen’s research focuses on understanding how social media impacts both companies and customers, and has examined phenomena such as online social networks, online word of mouth, social media content strategies, and mobile advertising. His work has been published in leading scientific journals such as Harvard Business Review and the Journal of Marketing Research, and has won numerous awards including the Marketing Science Institute’s Alden G. Clayton Award and the American Marketing Association’s John A. Howard Award and Donald R. Lehmann Award.

About the Center for Executive Education

Established in 1949, the Center for Executive Education delivers results-oriented management and leadership training to professionals across Western Pennsylvania. Taught by both Katz’s world-renowned faculty and industry experts, the executive education programs use experience-based learning to teach the latest business practices and trends.