Renée Horne of USAA presented on how to earn adoption of social media from the C-suite to frontline employees. She discussed exposing C-suite leadership to social media through hands-on experiences and demonstrating business benefits. For middle management, she recommended forming cross-functional teams and embedding social media into business goals. For frontline employees, policies and training should provide clarity on responsible social media engagement. The presentation provided recommendations on overcoming barriers to adoption across different levels of an organization.