Experts agree that implementing an SMM program is a constantly evolving journey. Each program is and must be unique, designed to align with corporate goals, objectives and culture. It does not have to be difficult, particularly in the early stages: many of today's most effective programs started small and grew. Key advice and findings from the experts include: - Focus on the strategy, not the tactics - Determine what you want to achieve first and build a roadmap to get there - Stakeholders, stakeholders, stakeholders: identify and engage them Get the full story at Carlson Wagonlit