SOURCE: SnapDragon Consultants

March 19, 2008 14:00 ET

SnapDragon Ends Social Media Divide With Launch of Social Media Mentors Program

Program Targets Executives Left Behind in Understanding and Leveraging Social Media and Web 2.0 Technologies

NEW YORK, NY--(Marketwire - March 19, 2008) - SnapDragon Consultants, a Manhattan-based brand strategy and Web 2.0 optimization firm, today announced a new Social Media Mentors program designed to help senior executives get up to speed on social media and Web 2.0 technologies. The program pairs participants with young, tech-savvy social media experts for one-on-one lessons in how to leverage the social networking and Web 2.0 technologies that are impacting the global business environment today.

The Social Media Mentors program was created in response to the pervasive lack of technology comfort, ease and awareness in senior executive ranks. "There's a massive divide between the people who understand social media and the people who don't," said Deidre Sullivan, President, SnapDragon Consultants. "The Social Media Mentors program bridges that divide by providing an easy way for executives to learn to use new technologies and better understand the impact that consumer use of these technologies is having on their businesses."

The Social Media Mentors program is particularly valuable to ad agencies, consumer products companies and other organizations that are on the front line of consumer engagement. "New media has changed the way we live, work and do business. Understanding how to branch out and exploit these new ways of communicating can seem like a daunting task," said Paul Tepper, SnapDragon's Director of Technology and Social Media. "We continually see individuals who run organizations missing important opportunities to engage their customers simply because they don't fully understand how easy it is to expand into these new frontiers."

Turning the tables on traditional mentoring programs, where young people learn from their elders, the SnapDragon Social Media Mentors program allows executives to learn from the generation most experienced in working with Internet and social media. Participants will gain an understanding of the mechanics and the implications of online social networking, blogging, micro-blogging, mashups, tagging, bookmarking, forums, RSS, Flickr, YouTube, as well as APIs from places like Google, Yahoo and Amazon -- and other social technologies currently reshaping business and culture.

The one-to-one focus provides important added value when it comes to sorting through all these new platforms, services and possibilities. "Most organizations are holding social media seminars or inviting speakers in and these are fantastic first steps," said Sullivan. "But sometimes when you're in a group it is tough to ask questions. It's often even harder to go back to your computer and try to experience what the speaker talked about. That's where personal mentoring comes in. We make what's being talked about come alive through direct immersion."

SnapDragon Mentoring sessions are held one-on-one with executives at their workplaces in cities throughout the world or at the SnapDragon offices in TriBeCa. "We recognize that not everyone will want to broadcast that he or she is taking social media lessons," said Tepper. "The mentoring program enables people to learn about this new world with discreetness and privacy."

About SnapDragon Consultants

SnapDragon Consultants is a Manhattan-based brand strategy and Web 2.0 optimization firm that works with consumer products companies, ad agencies and other organizations on consumer insights, Web anthropology and social media-related projects. In addition to the Social Media Mentoring sessions, SnapDragon provides group presentations on a wide range of social media-related topics including: Brand Instigated Consumer Co-creation, Consumer Conversation Basics, The New Creative Brief and Leveraging Syndicated Content/Mashups. For more information, visit

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