Social Media Case Studies – Always a Success. Really?

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On Air: 01:00 - 02:00 EST (GMT-5)
Monday, January 26th, 2015

While there is a growing hype around social media and seminars are filled with success stories, do we dare to admit that per each success case there are also many failures? What can we learn from these cases if we bring practical problems into discussion, too?


Heli Järvenpää

Heli Järvenpää
Communications Manager, Team Leader at Algol Group.

As a Communications Manager of international Algol Group Heli is interested in service development, PR and marketing. She loves social media but sees that it’s not some magical thing that would automatically solve all of the issues communications teams are working with. Heli is also a writer and PR-coach.

Connect with Heli on Twitter at @jarvenpaa or on Google+.


Anssi HuismanAnssi Huisman
Head of Communications and Marketing at Alexandria Pankkiiriliike Group

Anssi is in charge of all of the communications and marketing operations of Alexandria Group, of one of the largest money management firms in Finland. Anssi started his career in the financial sector as a social media evangelist, propelled by his Master’s thesis from 2010, the first finnish academic study on social media and corporate communications. Years in the heavily regulated financial industry have educated the former social media ambassador to look at communications and marketing from a much broader perspective.

Connect with Anssi on Twitter at @anpehuisLinkedIn or on Google+.

Tom NuorivaaraTom Nuorivaara
Entrepreneur & Musician at MadCraft Entertainment Oy and AD Assistant at Fujitsu Finland Oy

Tom is a vocalist and guitarist of Finnish pop punk band Madcraft and an entrepreneur in MadCraft Entertainment. As a musician Tom has succeeded to build an active social media network. As a AD Assistant of Fujitsu Finland he also has experience on many other aspects of marketing actions.

Connect with Tom on Twitter at @Tompori or on Google+.

Kati SulinKati Sulin
CEO at HeadOffice Finland

Kati is CEO at Head Office Finland (HOFI), customising the best solutions, starting from the needs of each customer. Her responsibility is to develop competencies around strategic content marketing planning, production and effective implementation. The Head Office team develops best in class online and offline solutions to support their customers’ needs and maximize return on marketing and communications’ investment.

Connect with Kati on Twitter at @kati_sulin or on Google+.

Joonas VillanenJoonas Villanen
Marketing Manager, Dingle / Owner at Advantage360

Joonas represents the new generation of marketing strategists and content creators. Currently, he holds two positions: One being a Marketing Manager at the largest social media and social business company, Dingle. The second position is an entrepreneur and a Content Creator at Advantage360. He’s here to guide your business through the complicated marketing processes. You can find his website at

Connect with Joonas on Twitter at @JoonasAleksi, LinkedIn or on Google+.

Discussion Questions

  1. Shouldn’t one first determine goals, messages and target groups before deciding if social media is a MUST channel?
  2. Have you met businesses that have made a decision not to invest time into social media because their target groups are not there?
  3. What are examples of organizations that are hard to “storify”?
  4. Have you noticed an example social media usage that is easy to identify as having both a 1) reasonable budget, and 2) measurable results?
  5. How can you handle social media crises if your side of the story can’t be openly shared because of the law / professional confidentiality?

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Sherrie Rohde

Community Manager at Magento
As the Community Manager for Magento, Sherrie connects people with resources and with each other, and, since she’s just a bit passionate about the topic, she also co-produces a weekly broadcast for community professionals called #CMGRHangout. An ENFP, Sherrie is obsessed with innovation, terrified of status quo, and motivated by adventure. 
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