Dear GiGi: I own a boutique B2B company trying to establish itself in the professional services industry. What are some easy first steps you would recommend in terms of social media? Are there resources we could use to become more knowledgeable on social media? When is it appropriate for us to engage a PR company to represent us?
June 7, 2014
Dear Mara – One of the most important factors behind choosing where, when, and how to employ social media tactics is in identifying the audience you are trying to reach first. As a high-touch B2B company, you’ll want to reach a targeted segment of leaders who either directly impact or influence the decision-making at the […]
Dear GiGi, We run a relatively new non-profit organization focused on scientific research to cure a rare disease. We are very excited to be funding our first research projects. Any thoughts as to how we can get the best bang for our (very little) buck in terms of announcing the news?
June 1, 2012
Congratulations on securing funding for your first research projects! I’ll lay out a few ways in which you can hopefully get traction from the announcement. 1. Identify your target audiences. It’s crucial that you’re constantly aware of whom you’re trying to reach. This will save you the effort of blasting news to a diffuse audience […]
Dear GiGi: There have been so many blunders involving social media lately. Is there an example of someone who has done it right?
March 18, 2011
Dear Ann, A social media strategy is an important component of many public relations campaigns, and it’s also often critical in crisis response. (Or it can be part of a personal meltdown, see #winning). But as you suggest, social media is frequently mishandled! One recent and particularly good use of social media was the American […]