This two-day training program aims to teach marketing professionals how to use social media strategically for marketing and monitoring brand sentiment. It will provide an introduction to social listening tools for research and an overview of how consumer behavior differs online versus traditional media. Attendees will learn how to leverage new media for communication, reputation management and customer service across product categories. The pedagogy will combine lectures, exercises and case discussions led by Dr. Payal Kapoor, a marketing faculty member at FORE School of Management with research expertise in social media marketing and word-of-mouth behavior.