Andrew Bruce Smith is the founder and Managing Director of digital communications consultancy Escherman. With a career spanning 29 years, Andrew has implemented many successful marketing communications programmes for brands such as IBM, MySQL, and Apple. He is co-author of two best-selling social media books - Share This: a practical handbook to the biggest changes taking place in the media and its professions (Wiley 2012). And Share This Too: More Social Media Solutions for PR Professionals (Wiley 2013). Andrew is also a trainer in measurement, evaluation, social media, analytics and SEO for the Chartered Institute of Public Relations (CIPR), a member of the CIPR Social Media panel and a guest lecturer at the University of Leeds Business School.