We're in sunny Phoenix, Arizona, USA discussing the importance of Digital at Hill & Knowlton and showcasing our work globally. CEO, Paul Taffe has just spoken about the role of Digital for H&K, Niall blogged about this, to view click here. Right now Niall Cook, Peter Imbres and James Gregson are presenting Social Media Principles.

Why do we need it? There are no rules when engaging with Social Media, until someone makes a mistake, someone broken the rules that is when clients recognise it.  It's about how we respond to these mistakes which is the important part and keeping ahead of the trends to ensure crisis management.

Guidelines for personal and offical blogs and social media engagement including a code of conduct. Mainly to protect Hill & Knowlton and its clients' reputations.

We need to focus on encouraging clients to be transparent, authentic and encourage participation. As Niall says, "Yes it's about listening and about understanding, but it's about participation if we encourage dialogue."

Peter discusses the difference between Social Media and traditional media. Social media describes online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves and cannot be measured the same as traditional media. Social media is about trust and a vehicle for word-of-mouth.

James discusses blogger outreach, our approach with both the client and bloggers. How it should fit in the greater marketing campaign, fully integrated in the mix. He finishes off with some facts:
1. All major social networking sites have developed a mobile functionality to access your network - 61% were in the femail / maile 16-24 range.
2. According to MMA, 22% of mobile phone users were open to receiving and engaging with products via their mobile phone.

I think Digital, is no longer about the Internet only online and it's no longer about pushing editorial / information to users and consumers. It's about engaging with communities, changing the perception of traditional branding and how our PR function fits or even drives that...