The Hoffman Agency’s managing director of Asia Pacific, Chris Tang, recently participated in a panel discussion as part of the Social Media Marketing Seminar in Beijing. The panel featured representatives from various PR organizations sharing how they structure resources to capture social media opportunities and tackle challenges in terms of monitoring and engagement.
The Hoffman Agency’s philosophy stood out in the crowd. While most other agencies employ a digital lead to head a separate practice focused on social media, Hoffman encourages every employee to stay abreast of social media trends and to deploy them across all client programs. Another notable difference was the Agency’s emphasis on content creation and storytelling. Tang noted that storytelling is essential to help companies engage in meaningful conversations with customers and other target audiences via social media. Tang also pointed out that while it is important to respond to timely events via social media, companies need to lay out “editorial calendars” as well to ensure they are starting proactive discussions in addition to providing reactive responses.
After the presentation portion of the panel, Tang addressed audience questions surrounding the B2B value of social media and China’s unique internet practices.