Social Success – and ‘Crossroads’ – at #PRSABos Social Summit


I was excited to attend the recent Social Media Summit hosted by the Boston PRSA chapter at Bentley University. The summit kicked off with keynote speaker Victor Lee from Hasbro, who captivated the audience with his passion, enthusiasm, and candid reminders that social media has completely upended the way we used to do things.

Lee humorously pointed out that, while we are all guilty of this, we can’t go anywhere without “checking in” or taking a “selfie.”  We want to let the world know about where we are, who we are with, what we are eating and more. From the magnificent to the mundane, it seems it’s all fair game for social sharing. But brands can’t focus on the mundane when interrupting consumer conversations online. They need to be incredibly useful resources to be relevant – and to prompt action.

During a panel moderated by Boston Mamas Founder Christine Koh, Mike Watts from Yasso Frozen Greek Yogurt discussed how central social media is the brand’s communications strategy. Yasso consistently interacts with fans via Facebook and its other social channels, providing useful information like where fans can find the Yasso “ice cream truck” and, at the same time, leveraging fans for their input on what they’d like to see next from the fast-growing frozen treat. Watts made it clear that Yasso is focused on quality interactions, and that true brand fans are more valuable than sheer volume.

Peg Merzbacher from Peapod said that the brand has tapped its social media audience to highlight how easy its Peapod Mobile app makes ordering groceries. Fans’ real stories about “the craziest places” from which they’ve ordered their Peapod deliveries – from a canoe in the middle of a lake, to a Caribbean island – has created engaging content that speaks authentically and credibly to the benefits of Peapod’s service. Beyond Facebook, Peapod is seeing success with visually-driven platforms, like Instagram and Pinterest.

For more highlights from PRSA/Boston’s Social Media Summit, including experts’ take on social media for employees and regulated industries, and paid strategies, read PRSA Boston’s official blog.