www.dmnews.com | November 9, 2009 | DMNEWS | 21
Global managing director of services
and social marketing, Avaya
What should companies look for in candidates
Angela Brown (1) Johnny Longden (2) Roberta Haber (3) Diane Kegley (4) for social media marketing positions?
: Young & Laramore : RichRelevance : Now that we are beginning to feel media master in seven and a half years.
has named Angela Brown (1) account has hired Diane Kegley (4) as VP marketing. relief from the economic uncertainty Throw in the weekends and that drops
supervisor. She will lead the agency’s YMCA The marketing veteran has 20 years of multi- that has been hanging around, I hear to five and a half years. But social media
and Mobi accounts, reporting to principal channel, media and branding experience a lot about the invention of some new hasn’t been around that long. So, since
and director of client services Ann Beriault. with companies including American Express, roles inside organizations looking to get companies can’t hire an expert, here are
Before Y&L, she was account manager and AOL, CNET, American Airlines, HP, Lockheed into social media. Typically this means, four macro competencies candidates
junior director at JWT New York, where she Martin, and Sprint. “Hire someone who knows our ‘space’ should have:
worked on accounts including Domino’s really well and someone who is an expert First, they should be a gifted storyteller.
Pizza and Nokia. : Merkle in social media.” In social media, you need to tell good
has added Sandeep Kharidhi as analytics Well, the latter is the hard part. In stories, stories that people will be attracted
: R/GA London leader, a new position. Kharidhi will oversee Malcolm Gladwell’s latest book, The to, identify with and want to share.
has appointed Jonny Longden (2) director, analytics and marketing strategy for insur- Outliers, he discusses how long it takes Next, they need to be able to package
analytics and accountability, to lead and build ance and wealth management clients. He has violinists to master their craft. The bot- the stories up and be able to make them
the growing practice. In this newly created worked at Acxiom and ChoicePoint. tom line was it takes 10,000 hours to shareable. This means the content can be
role, Longden will provide consultative and become a master violinist. This got me found in a variety of media.
analytical services. He will report to manag- : R2C Group thinking about how it could apply to Then, they need to know how to reach
ing direcetor Jim Moffatt. has promoted Sue Collins to VP of Respond2. social media and how long it would take people with their content — in the more
She will take responsibility for operations at to become a social media expert. forms, the better. This means they must
: Sponsorship Group for Public Television the division including production, post-pro- If you practice social media on the job be fluent in many social media sites.
has added Roberta Haber (3) as director duction, Web development, online produc- for a few hours a day — let’s say, three Finally, the hardest part for most peo-
of marketing, corporate sponsorship. In this tion, creative operations and client services. hours a day learning more about social ple is measuring of the effectiveness of
new position, she will oversee both national media and two hours a day practicing the media and the efficiency of the story
and local sponsorships. The Sponsorship : IMC2 Health & Wellness social media times five days a week — being spread. Look for candidates that
Group for Public Television is PBS’s natio