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Social media activity has skyrocketed over the past three years -- in 2007 Forrester Research reported that just over half of all Internet users were sharing content and going online. Now it's over 80 percent.

As people have adopted social media, companies have migrated online and become more active in social media marketing than ever before. In 2008 we "dipped our toes in the social media water." In 2009 we jumped in -- we got a Facebook page, a Twitter feed, and a YouTube channel. 2010 is the year we learn to swim making social media.

What does this entail?

--  Finding the right bloggers and communities

--  Identifying influencers in those communities

--  Developing a content strategy that leads to engagement

--  Measuring engagement and ROI with analytics

Adding strategy and management to the social media process will be the focus of a special professional development workshop conducted by PRSA's National Capital Chapter (NCC) and PRESSfeed.

The advanced-level session will be led by Bulldog Reporter's social media columnist, Sally Falkow, APR. Falkow is one of two finalists nominated by PR News as PR Trainer of the Year by PR News. The selection of the winner of that award will be announced at a PR News event earlier in the week.

This is not just another panel session giving you a theoretical overview. It's a practical, how-to session that counts with a case study that illustrates a social media strategy.

The10-point Social Media Strategy includes:

--  Specific information about finding the right influencers

--  Measuring your results

--  Case study with Skin MD Natural: A "how to" illustrating each step of
    the strategy

--  Examples of how to add a social media press release to your own

--  How a social media newsroom can be used to increase your online

Videos -- Sally Falkow hosted Social Media Club San Gabriel Valley on November 19th, 2009 and discussed "Why Online Listening is Fundamental" and the importance of "Building the Audience Before You Need Them."

Over the past two years Falkow has taught more than 300 corporate and agency executives how to plan and implement a social media strategy. She is president and chief strategist at Expansion Plus, an Internet marketing and PR agency based in Los Angeles.

The workshop will be held at the National Education Association offices at 1201 16th St. NW in Washington, DC from 8:30 to 10:30 a.m., Friday, December 4. Registration and continental breakfast will begin at 8 a.m.

Cost for PRSA-NCC members will be $25 and non-members $35.

More Stories By Carmen Gonzalez

Carmen Gonzalez is the co-founder, president, and CEO of SYS-CON Media, Cloud Expo, Inc. and Ulitzer, Inc.

Carmen has been in charge of SYS-CON's sales and marketing functions since 1994. Under her leadership, the company was named by Inc 500, among the fastest growing 500 privately held companies in North America three years in a row.

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