Having worked on the traditional PR side now for so long, most people understand “what I do” when they ask about my job. I usually have to give them a few examples of specific programs or clients and help them understand how PR differs than advertising, but most are able to grasp it pretty quickly. Now that I am in my transition mode of switching from traditional PR to Ogilvy’s 360 Digital Influence in Chicago, I have been pondering how do I accurately explain digital influence to people who ask “what I do”?
Of course the fundamentals of PR do not change, but the approach, tools and tactics are different. The easy answer is to say “social media.” So far, when I have told people I am going to be focusing on social media, they automatically say, “Oh yeah, ‘Facebook’ and ‘Twitter,’ I get it.” While my initial answer is yes, that is true and part of it, I cringe when they say that because I want to help them understand that digital influence is so much more.
For example, one thing I am excited to explore in my new role is metrics and measurement. In PR, measurement is so crucial to every program, every launch, and every news clip, but it is often a challenge to put the right metrics in place that accurately measure those activities. In digital, metrics are equally as crucial, but I know there are new tools in place to help make measuring easier (such as Ogilvy’s Conversation Impact). I’m also looking forward to learning more about digital media relations. I have learned over time the best way to coordinate CEO media tours and secure media coverage, but I know that all changes when working with bloggers. There are new rules to abide by with bloggers (as you might know, Ogilvy abides by a blogger code of ethics), and they are not the same as working with traditional journalists. Finally, one area I have been especially interested in is thought leadership. Working with organizations and executives to pull out their unique POV that sets them apart from others in their industry. I am not sure what thought leadership means digitally. Is it the same?
So, when your Dad who still doesn’t have a Facebook page (gasp) or a person off the street who is not familiar with social media asks you “what you do”, how do you describe what you do?
What words do YOU use to describe digital influence (that aren’t’ social media)?
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