When things go wrong, you could sometimes be forgiven for imagining that big institutions are indifferent to the effects of social media. This video should clear that up, at least for these household names, which seem fully engaged.

“We know that our competitors are starting to have the same engagements with the same clients in a way that could easily replace us if we don’t perform, or if we’re not building that relationship online”. Paul Dickard, VP of management support firm AECOM, also in on the panel in the video.

The event was called:

Corp Comm in the Age of Facebook

It was held at the Tuck School of business at Dartmouth College.

Here is the introduction to the event:

“The rise of social technology is reshuffling to-do lists at corporate communications departments. There is still a need for brand-building and other strategic moves but there are new challenges. When crisis breaks, the fallout is amplified through Facebook, Twitter and Tumblr. Corporate communications teams need to be faster and more agile to keep pace. They also need to listen to the chatter in social spaces to identify problems and opportunities as early as possible. This expert panel examined the myriad changes social technology is bringing to corporate communications and what is likely to come.”

The speakers were:


Professor Paul A. Argenti, Professor of Corporate Communication, Tuck School of Business


Alex Dudley, VP, Public Relations, Time Warner Cable

Paul Dickard, VP, External Communications, AECOM

Ray Kerins, VP, External Affairs & Worldwide Communications, Pfizer Inc.

Rod Thorn, Director of Communications, PepsiCo

It is part of a series of events called:

The Britt Technology Impact Series

Here’s an introduction to the series:

“The Britt Technology Impact Series provides MBA candidates and the Tuck and Dartmouth communities with insights into how changes in technology affect individuals, impact enterprises and reshape industries. The series explores a different theme each academic year through events including panel discussions with industry leaders, one-on-one meetings with executives and academic seminars. At year-end, the center produces an overview of the findings that gives students unique perspectives on relevant business and technology issues. The 2010-11 series, “The Business of Social: Engagement, Innovation and Collaboration,” is examining the impact of social technologies. In recent years, the series has focused on video, mobile technologies and web 2.0.”