How to avoid social media posts that cause brand damage

The other day I was talking with some of our younger staffers about what the marketing business was like before cell phones, email, Facebook, blogs and YouTube. Of course we didn’t know it at the time, but marketing was far less complicated back then.

Lately, it seems like the rules are changing weekly. We’re using communications tools that weren’t even invented a year ago. One thing remains constant: we’re still focused on keeping our clients’ products in the conversations. As former New York Congressman Bruce Barton once said, “Talkers have always ruled. They will continue to rule. The smart thing is to join them.”

What we don’t recommend is diving into social media marketing without a well-devised plan.

You need people who understand how social media works, and who can ensure that your online conversations are relevant. Otherwise, you’re wasting your time. Or worse: you could say things that damage your brand.

Mike Danielson, director of our Health & Medical Division, has written an insightful white paper on this subject called, How to avoid social media posts that cause brand damage. Take a look at it, then call us to talk about how we can start some social media buzz about your products.


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Written by Lonny Kocina

Lonny is a visionary who is passionate about marketing. He believes that to be a truly great agency, our professional advice and deliverables must be based on a solid marketing foundation. He has made it his mission to ensure that everyone on our team knows and understands the basic marketing concepts and the SAM 6 process. Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity® business model which enables clients to purchase publicity by the story. “It’s a familiar concept. If you pay for a pizza, you get a pizza; if pay for a car, you get a car; and with us, if you pay for media coverage, you get media coverage,” he explains. “Clients come to us because they are tired of paying hourly retainers and getting little tangible return.” When the Internet was in its infancy, Lonny also had the business foresight to quickly reserve portal web addresses such as publicity, media relations and checkerboard, and advised clients to do the same. Nearly 30 years since launching this agency, Lonny’s still finds great joy thinking about, talking about and writing about product promotion. He thrives on expanding our ability to help clients tell their stories to the masses.

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