Mark Schumann, ABC

No Turning Back: How Social Media Has Changed How We Connect

Just as Humpty Dumpty can’t be put back together again, neither can a conventional approach to employee communication. Now that workers have experienced the freedom and potential of social media – and how it can give them a voice – they will never return to a day when one-way, controlled messages would satisfy a hunger for connection. Any communicator who wants to make a difference in employee communication must understand – and work with – the fundamental change that social media has created. It is a new world. And we have an obligation to manage our organizations through it.

About Mark

Mark Schumann, ABC, is the chair of IABC, and a principal with Towers Perrin. Throughout his career, he has focused his work on how to create engagement with stakeholders through a range of approaches – and, currently, he is counseling several organizations on how to embrace social media. Schumann is the winner of 17 Gold Quill awards from IABC, and co-author of two definitive books on employer brand, Brand from the Inside and the recently published Brand for Talent.

To register for the 2009 Heritage Region Conference, click here.