Yaakov Chaliotis started his career as a generic marketer in consulting firms like IMGROUP (later Hitachi Consulting) and Concentra Consulting. Early at the beginning he quickly realised the shift of big organisations from traditional marketing to digital. He is always passionate about delivering strategies based on digital insights and social media change management processes. Most importantly, he is a great advocate in convincing organisations to embrace social media. His main advice is that Social Media cannot bring you leads and new business immediately, but it can be a great ingredient to quickly improve your brand awareness and corporate credibility. Currently, Yaakov is Head of Social Media and Digital Communities at the Department for Education where the last two months he is designing the new Social Media strategy of the department by suggesting not only a more strategic approach but to embrace change and improvement of work between teams.