The Role of the Social Media Architect

Build and Integrate Strategic Communications

Hear how the World Economic Forum used social media in its communication strategy, and how social media opened up Davos, one of the most exclusive and private events in the world.

• Learn why the number of visitors to your website has become irrelevant
• Find out how to make your organization's social network the place where the conversation happens
• Discover how to lead the conversation instead of worrying about how to control what is said about your organization

More Social Media Training from PRSA

Matthias Lüfkens is managing director, digital EMEA, at Burson-Marsteller. Through his innovative use of social media, YouTube, MySpace, Facebook, Flickr, Wikipedia, Qik and Mogulus, Lüfkens brought the World Economic Forum to the social Web. Previously a journalist, he was the Baltic States correspondent for Agence France–Presse, Libération and The Daily Telegraph (1991–96), and later, deputy editor-in-chief of EuroNews television (1996–2004). In 1991, he founded the Lithuania "In Your Pocket" city guide series, now Central Europe’s premier publisher and provider of city information. In his free time, when not slavishly tracking tech trends, Lüfkens films and edits videos for his multiple YouTube channels.