The Cycle

Comms leaders discuss Atlanta-area companies’ digital outreach

During CNN’s 2007 YouTube primary debates, the network’s PR staffers monitored about 50 blogs, then fed comments to producers for “real-time reaction,” said Jennifer Martin, CNN director of PR, describing her network’s social media interaction with consumers.

Martin and other Atlanta-area communications professionals including UPS and Coca-Cola took part in an October 2 webcast hosted by Dan Greenfield, principal of Bernaise Source Media, on the growing importance of social media in marketing and communications.

(more comments after break)

Martin later added that the news network was prepared for the that interacting with citizen media could create.

“People thought we were crazy when we came out with 24-hour news about 27 years ago,” she said. “We’re used to the shock-and-awe factor.”

Also of note from the webcast were comments by Adam Brown, director of digital communications at Coke, who described his company’s online outreach to stakeholders, including groups of bottlers.

“We know where the brand is around the world, and that we are being communicated about online, discussed, or mentioned in 2,000 blogs and tweets on Twitter, and we are finding a way to participate in these conversations,” he said.

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