on everyone being involved with social media...
“If there’s only one guy or girl that comes up with the ideas, that’s the wrong way to run the business,” says Shift Communications principal Todd Defren. “The whole agency has to have that vigor for social media.”
“My fear is if I get hit by a bus, whatever I’ve learned about social media, disappears,” from the agency toolkit, Defren adds. “It has [to have] been passed onto everyone else here.”
on who should own social media...
Fleishman-Hillard CEO David Senay says that he’s long contended that the PR discipline should be the first to handle these strategies, so long as it has the technical expertise to accomplish the campaigns.
“We’re about relationship building and working in uncontrolled spaces, not controlled ones,” Senay says.
on when it makes sense to use social media
“If you’re talking to a software developer, a wiki is probably a way more effective [conduit] than trying to communicate with them through a trade publication,” says NextFifteen CEO Tim Dyson. “It’s a fantastic way to communicate with those environments.”