Editor’s Note: Over the next two years, we’ll be hosting a series of GoFly Master Lectures where industry experts share advice, insights, and answer questions from anyone interested in participating in the GoFly Prize.

For the latest in our series of “Master Lectures,” we welcome Christina Polaski, the Global Social Media Manager at Pratt & Whitney where she leads the company’s global social media and audience engagement strategy across LinkedIn, Instagram, Facebook, Twitter and YouTube in support of key business objectives, including product positioning, recruiting and growing brand awareness and affinity.

In the past, she has worked with companies to develop paid, owned and earned strategies to drive revenue growth and support their brands, products and services. Her key areas of expertise include B2B social media, content marketing and public relations.

In this lecture, she offers teams advice for creating and managing their social media presence.