Professional development and training blog of the Public Relations Society of America (PRSA)
October 18, 2010

Reconsidering the Digital Media Model

Having just released my first book, “Perspectives on Social Media Marketing,” with co-author Stephanie Agresta, thoughts on how to get started in this space and increase influence quickly are even more top of mind than usual. Regardless of size, I understand the importance of ROI, but think that the model of how we utilize digital media can be reconsidered.

If you or your clients are new to social media programs, I recommend initiating small-scale pilots where your results will be more easily measured and there is the opportunity to scale or re-shape the activation as the programs grow.


With the recent kick-off of our PepsiCo10 program, which supports 10 start-up companies in an inaugural incubator program that matches technology, media and communications entrepreneurs with our brands and business units, we’re looking at concentrated pilots that rely upon experimentation. The goal is twofold: hopefully in the next couple of months we’ll be able to report back on how these innovative partnerships have driven a vertical of our business and also be granted an allowance to engage in research and development processes around social media.

In short, the development of the individualized programs lends itself to becoming more engaged in and gaining a greater understanding of the digital landscape and our core customers on and offline.

Bonin Bough, global director, digital and social media, PepsiCo, has won a number of awards for his work, including a Webby, a Stevie, a Golden Pencil, a Sabre, a Big Apple, an AdTech, a Com Arts and a SxSW Viewers Choice Award. He was previously the executive vice president and director of Weber Shandwick’s global interactive, social and emerging media practice, and was the founding member and senior vice president at Ruder Finn Interactive. Connect with Bonin on LinkedIn and follow Bonin on Twitter @boughb.

For more coverage on the PRSA 2010 International Conference: Powering PRogress, visit PRSA Intelligence, follow #prsa_ic and the Conference blog.

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