Raymond Nadeau will define the building blocks of social media, delivering advice and case studies across categories suggesting best practices as they apply to the furthering of Lohas objectives. Beginning with the basics: blogs, micro-blogging, RSS, Photo Sharing, Podcasts, Social News and Bookmarking, social networking, video sharing and Wikis, he will provide a blueprint for applying social media from the perspective of a media planner versus a marketer. Social media is media – a component of marketing not to be confused with marketing itself.

A master of any media must identify his audience and put its interests above his own. A brand is not a movement. A movement can result in a brand. To accomplish this, content must be constant, meaningful, engaging and provide a real service. Self-serving content is worse than no content at all. The word social in social media does not suggest anything near the notion of randomness. Order requires the development and adoptionof a format – and mandates creation of an “editorial calendar” with consistent editorial outlook/voice. This calendar should follow a broader strategy yet retain an organic, immediate response capability. Calculating return can no longer be forecast using a linear model; instead, we must learn new exponential models based upon a myriad of both probable and improbable connections. And, finally, to the extent they exist (and more importantly to the extent to which you believe they exist) a system of metrics will ensure that your investment is both justified and effective – based on measurement relative to both ROI and ROO. Drawing upon his own commercial experience, Nadeau will make a case for 1) showing not telling, 2) stalking the rich and famous, 3) imbedding yourself into a broader movement, 4) embedding yourself into culture – without degrading or defining it relative to your brand/cause/beliefs, 5) using mobile media to its maximum advantage and, finally, 6) taking advantage of social media now – while it’s both still “social” and relatively free.