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Social media is woven into every aspect of business. It's a necessity, and it changes daily. With new developments in existing channels, mixed with the increasing debut of new channels and devices and the evolving ways in which these are used, it's nearly impossible to keep up with the rapid pace of change. But it's critical to keep as up-to-date as possible and share best practice in this ever-morphing space.

The Council allows for confidential and candid peer knowledge sharing. Members focus on timely and personal challenges and work together to problem solve and develop best practices in social media. Topics include:

• Developing an integrated social media strategy
• Ensuring consistent branding and messaging across all channels
• Engaging and participating with audiences for maximum effect
• Creating and updating social media policies and guidelines for employees
• Harnessing the power of internal social media champions
• Identifying and activating appropriate new social media channels
• Sharing social media best practice internally, multi-regionally and/or internationally
• Identifying and adopting relevant social media monitoring platforms and social media management tools
• Coordinating the adoption of social media tools with other systems, including customer relationship management and marketing automation (often in conjunction with IT)
• Working with legal, HR and IT to integrate social media policies within existing company policies
• Leveraging social media in issues and crisis management