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Online technologies can help advance business goals in innovative ways, panelists tell the Fullsail Summit delegation

She's a "net roots" campaigner and he's a tech whiz and together they delivered a clear message to the New Brunswick Securities Commission Fullsail Summit Monday: Online social media is the foundation for communication in the 21st century.

Rahaf Harfoush, a member of U.S. President Barack Obama's online social media team, and Tod Maffin, a powerhouse on new technologies, kicked off the third annual event at the Delta Fredericton hotel.

The Fullsail Summit, with the theme "Moving Beyond Today," is part of the Crown corporation's goal of increasing equity capital opportunities and encouraging entrepreneurship in New Brunswick.

The panel discussion, moderated by John Ibbitson, the Globe and Mail's Washington correspondent, informed delegates about online technologies that can help advance business goals in new and innovative ways.

"At the heart of the Obama campaign was a business," said Harfoush, now the associate-director for the Global Co-operation Initiative at the World Economic Forum in Geneva. "It was a multi-million dollar organization with a product to sell and clear goals and targets."

The 24 year-old shared secrets from the successful campaign with a room filled with business leaders, investors, academia and government officials.

"First you need to have a clear brand and message," she said. "Then you have to get on Facebook, MySpace, YouTube and Twitter and spread the word."

The latest in a slew of online social media websites, Twitter allows a user to create an individual profile and post status updates - called Tweets - publicly, which can be easily viewed by those who follow that user.

The online tools are not only for friends to stay connected, Harfoush said, but for companies to share that information and cultivate online discussions and customer engagement.

In fact, the New Brunswick Securities Commission has its own Twitter account, which provides followers updates on events and other information related to the Crown corporation.

Maffin, a national CBC broadcaster, podcasting pioneer and entrepreneur, gave tips on recruiting the Facebook generation.

"Traditional communications for corporations has been like a flock of birds," he said. "Companies were always trying to push their message to the front of the flock."

"But in the new world of social media," he said, "trust and affinity groups are the key drivers behind information spreading. It's more like a swarm of bees where information sharing is based on trust."

Although every company should use online social media tools, Maffin said executives - often well past the 18 to 32 year-old Facebook generation - don't need a crash course on how to Tweet or upload photos to Flickr.

"CEOs of corporations don't necessarily have to Tweet or become an expert in all these nerdy things," he said. "What they do have to do is recognize results when they come in."

Harfoush agreed, adding that the role of a CEO is to have a clear message or brand they want to share.

"Then you can hire an 18 year-old to do it for you," she said.

Donne Smith, chairman and chief executive of the New Brunswick Securities Commission, said at first he was lukewarm about focusing on online social media for the opening panel of the Fullsail Summit.

"But the session was fascinating," he said. "Looking around the room you can see that there's a generational gap between those on the stage and those in the audience but you can tell by the nature of questions that there is great interest."

Smith said the panel provided delegates with one more tool with which to weather the current economic climate.

Established in 2004, the New Brunswick Securities Commission is an independent Crown corporation funded by investors through industry.

Its mandate is to protect investors from unfair and fraudulent practices and encourage efficient capital markets.

The Fullsail Summit continues today with panelists Gene Fowler, founder and president of Fatkat Animation, and Curtis Howe, CEO and co-founder of Mariner.

The event wraps up with a keynote address by Peter Schiff, president and chief global strategist of Euro Pacific Capital.