Social Marketing. In 2009, Agencies tried to wrap around specifics of revenues, billing, staffing, and what kinds of projects could provide value. Clients struggled to see how social would serve their brand, their culture, their org chart, and their customers.

As 2010 begins some of the answers, for both, are clear, or at least clearer. In condensed form, let me detail the creation in 2009 of a social presence for a regional health care client.

The development of social began informally. Broad goals were defined, links and stories were traded via email. Internal blocks were identified and addressed by the client. For instance – you can’t manage a Facebook fan page at work when access to it is blocked by your IT staff.

Meanwhile, Meridian Group’s web team, Launch Interactive, researched and wrote very exact project deliverables. Listening carefully to client needs and expectations, Launch was able to define how the tools would work, who would use them, and how the information created with each tool would distribute to the client’s web site, Facebook, Twitter and blog.

Our programmer/developers created proprietary tools,including a blog, calendar, and RSS feeds,introduced ‘Save and Share’ features, and mapped out a complex, sophisticated distribution from tools to web site and back again, with external feed to Facebook and to Twitter. We assisted the set-up of Facebook and Twitter accounts and designed the brand ID. Additionally, content production and support was given.

Compared to other clients who have tackled social without agency assistance, our health care client is connecting their social investments (Facebook, Twitter, blog, calendar) to other assets (web sites, email marketing and blogs – even print. Interconnectedness, leveraging, and efficiency are very good things.

Will 2011 reveal further advantages for clients who’ve turned to Meridian Group/Launch Interactive for support and development of social marketing? We’re working hard to make sure that’s the case.

Posted by: Rich Loftus, Web Content Manager, Launch Interactive

The use of social media continues to grow. In the past year alone, Facebook membership has grown over 700%. Some companies are blocking the site so that employees can not access it during work hours. But are companies just getting defensive? On the other side of the coin, does the use of Facebook & other similar sites actually make employees more productive?

Basically, what it boils down to is that responsible employees will utilize the site appropriately. Employees that are motivated and appropriately challenged, with defined goals and targets will self-regulate the use of Facebook & other sites. They will use the site as a slight diversion from a busy workday. Human beings love to feel connected. We love to keep up with friends and family. Studies show that being able to do so in the midst of our busy day in the office, leaves an employee more satisfied and therefore more productive in the long run.

After all, a lot of our clients are advertising on Facebook nowadays and asking for recommendations, so shouldn’t we be experienced users of the site as well?

Posted by: Diana Medley, Account Coordinator, Consumer Team

Check out comedian Frankie Hudak and his take on the glamourous life of a meeting planner at The Roosevelt Hotel New York City.