How to get fully engaged in social media to drive and protect brands? In this part of interview, Lance Shields speaks about building social relationships in social media. Mr. Shields analyzes how U.S. social market differs from Japan social media market and the customer needs that drives social media. For individuals, Mr. Shields explains the motivation of people who are engaging in social media and the platforms people are using. Tune in to find out the examples he gives.

Lance Shields is a creative director, social media expert, digital brand strategist, MBA candidate. He got his start as a creative in the web industry during the dotcom in the late 90’s working at the fast-paced Agency.com in San Francisco. Moving to Tokyo in 2000, he was creative lead at Scient Japan launching global and domestic websites for Hitachi, All Nippon Airways, Mitsubishi Corporation, NTT DoCoMo and Yokogawa Electric, among others. He is the founder of Tokyo-based digital design studio Blue Creative and online community Japan Social Media Marketers.

Lance is currently working client-side at Amway Japan as a creative strategist and is engaged in a variety of strategic digital projects.