Can the media be an effective tool in building value in your company? How does media build your company’s brand and personal reputation?  Can the media be used to proactively or even reactively manage your reputation?  Special Guest: Davidson Goldin founder of Goldin Solutions specializing in corporate communications, public affairs and crisis based in Manhattan shares his insights on how to make media your friend and not your foe. * Introduction of Show Topic: Can Social Media Be an Effective Tool in Proactively Managing Your Brand? Your Reputation? Can it be Used Reactively?  Special Guest: Davidson Goldin: Goldin Solutions specializing in corporate communications, public affairs and crisis based in Manhattan. * Brief Recap of Past Couple of Shows * Pick the right CEO — 4 CEO archetypes: * Naked Emperor/Megalomaniacs – Sink value of company: golf score, huge mansions, corporate jet for personal use, win awards, write books & sit on many boards while in office – Media whores * Firefighters: these are the ones who are so busy putting out a bush fire in front of them they neglect the whole forest and they justify their business because they don’t get that they are putting out a modest impediment…they are “too busy” to plan and prepare, and unknowingly they lose sight of the vision of the venture. * Dinosaurs: who have long since been irrelevant to the company, but aren’t yielding to the next generation of leaders who want to grow and innovate in the company * Benevolent Dictators: this is what everyone should strive for * Find the distinction between identities of CEO vs Company. Not mutually exclusive. * Use the media appropriately. Many are using social media strategy for their companies but few to no one has figured out how to measure its efficacy or use media optimally * Balance the 2-way communications of social media: * Push- promotion of products and brand * Pull- customer/consumer communication/feedback * Introduction of Davidson Goldin: Goldin Solutions * Introduction of Goldin Solutions * Overview of clients main challenges with media in general * How do you measure the efficacy of media? * How do you advise clients in the use of social media? * How do you recommend finding the balance between media for the CEO relative to the media for the company and its products? * Social media has made and sunk leaders. How would you advise CEOs to use social media professionally as it relates to their own career? * How can social media be used to manage reputation? Proactively? Reactively? * Wrap Up