Social Media isn't just the latest marketing buzz phrase -- it is a critical and effective means by which we represent our clients. Our presence in the blogosphere is as close to ubiquitous as possible, especially in the core outdoor activities like cycling, running and triathlons. One of our differentiating characteristics as an agency is to treat bloggers and leading Twitter users like journalists: with respect, diligence and purpose.
We find that the most effective way of utilizing social media is to not simply push content out to them, but to listen closely to what they're saying. This often yields not only publicity opportunities, but also valuable sales and customer service information for our clients.