Social media is an integral part of every Racepoint Group public relations program. Our approach is defined by five components:
Our approach begins with a comprehensive analysis of blogs and social media sites that impact a client’s industry and brand. The purpose is to identify the key influencers, listen to and analyze what they are saying about a client and its top competitors and develop a social media strategy to support business goals.
In this phase we build a proactive outreach campaign to engage the most influential bloggers and micro-bloggers, social network and e-community leaders. We do this in a number of ways:
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Observing and participating in relevant conversations
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Responding with new content and ideas
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Offering insight on client and industry news
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Building relationships online and offline
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Content strategy consulting
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Content creation such as blog and micro-blogs, videos, webcasts and podcasts
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Content distribution via social media platforms and aggregators
Employees are among a company’s strongest brand advocates. Racepoint’s Digital Eminence offering helps organizations build an internal program that encourages and trains employees on how to use social media in support of a company’s corporate or product brands. Program components include:
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Goal setting and program design
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Training and roll-out
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Reporting and measurement
At the end of the campaign or after major phases, we conduct a comprehensive analysis to measure ROI using agreed-upon metrics that can include:
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Communications Measurement -- Message pull-through, change of sentiment, share of conversation, level of engagement, influencer relationships, brand perception
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Business Impact Measurement -- Brand awareness, leads, sales, market share
Racepoint’s comprehensive approach to social media combined with our strength in traditional media relations ensure that our communications programs achieve maximum impact in helping client’s effectively influence and change perceptions and behaviors of targeted audiences.
