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. Oomph: Are your clients asking about social media? . Oomph: What do they want to know? . Oomph: What do you tell them? The most successful marketing programs are those that integrate a variety of media. Social media is one more tool in the toolbox and has to, at the very least, be a part of the discussion. Oomph: What do you need to take into account when introducing social media to clients? . Oomph: Another area unique to social media is the conversational aspect. |
. Idea Workshop represents the new face of media and public relations. Independent, flexible and creative, they go beyond the traditional role of a public relations firm. A boutique agency but with full service capabilities, Idea Workshop pro-actively creates and implements original, detailed programs with a different kind of thinking. Always results driven and passionate in engaging media, the Idea Workshop difference is creative insight and meticulous execution that delivers MORE NEWS. ideaworkshop.ca
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Oomph: What other factors need to be addressed when designing a social media program for clients?
Jon: Two important issues that are connected are those of responsibility and time management, as some social media programs can be time consuming. Who will handle ongoing interactions on Facebook and LinkedIn? Who will be in charge of Tweeting and blogging? At present, we set the system up and we do the work for clients, but we always want to ensure the integrity of the clinet conversation.
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Oomph: What percentage of the projects and marketing campaigns you execute now have a social media component?
Jon: The percentage is increasing. We did our first campaign 1.5 years ago and we now have multiple programs on the go, with more in the works.
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Oomph: Are clients favouring social media over other tactics?
Jon: No, we haven’t found that clients want less or fewer traditional tactics. It’s more that social media is now a part of the mix.
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Oomph: Where does blogging fit in? Are you blogging on behalf of clients?
Jon: No, we’re not currently, because blogging needs to be authentic and from the clients true perspective, However, we do Tweet and update Facebook pages for clients, and of course this is an evolving practice area so we are going to continue to see change in how this is done.
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Oomph: What advice do you provide clients who wish to blog?
Jon: We tell them they need to designate ‘official’ bloggers, set standards, guidelines and protocols, and provide training. They should also take some time to familiarize themselves with the blogging process.
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Oomph: Your clients cover a wide range from architectural firms to real estate developers as well as mass market consumer goods. Do you use social media for all or just for certain types of clients and projects?
Jon: Although it’s applicable to most types of projects, at the moment we’re using it mainly for certain types of clients, again based on their audience and marketing goals.
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Oomph: Let’s talk about social media and professional firms. If the principal of a law, accounting or engineering firm comes to you because they wish to enhance their profile to support business development or make headway in a new market, what would a campaign look like?
Jon: Social media provides professional firms with an opportunity to demonstrate their values and expertise. Firms need to be careful that blogging and other social media interactions do not breach privacy or confidentiality, but it can be a valid forum for public discourse on the issues of the day.
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Oomph: Are you doing regular news releases and social media releases or just one or the other?
Jon: We are doing fewer regular releases and more social media releases. The reason is that traditional releases are one block of text with information, whereas with social media releases you can audio, video, graphics and images - a whole array of assets in one place.
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Oomph: Any other changes in how you conduct your PR campaigns?
Jon: Yes, we are now pitching journalists on a more select basis and tailoring our pitches far more than ever before. With all the changes taking place, we are helping our clients rethink what their PR agency does.
As well, we have now appointed a social media account manager. The first thing she’s been doing is creating a ‘Social Media 101’ workshop for clients. This helps us work with clients to help them understand the fast moving worlds of social media communications, to then better identity how it might work for them.
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Oomph: Any other new media tactics or developments you are excited about?
Jon: Yes, phone apps! They’re a great marketing and relationship enhancing tool and we’re now developing a variety for several clients. The mobile device has really become the essential communications tool and so we are going to see more communication built around this use. It may not be what PR was but it is certainly a significant part of the future!
Learn more about social media and get step-by-step directions on how to use it by enrolling in "Using Social Media, Blogs, Direct Mail, Public Speaking and PR to Promote Your Firm". Details here
