IABC

Rebecca Mikkelsen, Social Media Director, IABC

http://la.iabc.com/index.shtml

Rebecca Mikkelsen of the International Association of Business Communicators (IABC) presented an insightful analysis of the changing world of social media, specifically with regards to applying successful marketing strategies online.  She emphasized the importance of a multi-faceted approach to social media that relies on consumer engagement to amplify marketing messages.  With regards to popular media websites such as Facebook and Twitter, this requires adding a dimension of personality in advertisements that enables the targeted consumer to become an active “fan” and profitable customer of the brand.  Ms. Mikkelson especially noted that rapid-changing social media platforms also require additional considerations for the marketer, specifically involving increased credibility, accountability, and cleverness in an all-access 24/7 online world.   Ms. Mikkelson’s experience and insight provided the class with an encompassing examination of the roles of both the marketer and consumer in social media.

Writeup by: Jannika Kampschuur