Description of Columbia Business School Video: At the BRITE ’13 conference, Ric Dragon, author of “Social Marketology” and CEO of Dragon Search, presents a framework to develop a social media marketing strategy and action plan. He tackles issues such as the development of metrics, the use of micro-segments, the value of social media for crisis and reputation management, and the need for storytelling.

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School.