Finding top social-media talent is all but impossible, writes David Armano: The marketplace is awash with fake experts, and the few people who genuinely do understand social media often lack the corporate gene. To find a good fit for your company, he argues, it's vital to publicize your own social-media successes, to be a regular presence at social-media conferences and to leverage and promote your current employees' social-media network. "A shining light will attract others to it," Armano writes.

Related Summaries