NEW YORK: Alterian launched the Social Media Marketing Council (SMMC). The independent committee is made up of members of the marketing community, including chair Bernice Grossman, principal consultant and founder of the DMRS Group, a database marketing consultancy. The council's mandate is to provide guidance on the responsible use of social media data, and to help businesses determine the best practices in ethically harvesting and using data from social networks and other online channels. Jim Schwab, VP business development social media at Alterian, which offers integrated software platforms for monitoring, marketing, and analysis, will also be part of the council. No PR veterans are represented on the committee yet.