Atomic PR

Over the last few years, social networking has become an invaluable marketing tool for businesses who wish to communicate with their desired audiences. However, the marketing aspect of social media doesn't just benefit companies in pursuit of financial gain; nonprofit organizations may actually find Facebook, YouTube, and their ilk helpful in achieving their goals.

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The main idea behind maintaining a social media account is to get in touch with people. However, there should always be a reason people are going to want to stay connected. Nonprofits should maximize the technology available by engaging their audience. YouTube and Instagram are great platforms to share stories about the group's service and its beneficiaries, especially since some people don't have time to read. Sharing infographics and anecdotes on Facebook may also be useful.

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Despite being limited to 140 characters per tweet, Twitter can be a great way for charitable organizations to maintain relationships with their audience. Clever use of hashtags and trending topics, as well as great copywriting, can help garner attention. The Queen Elizabeth Diamond Jubilee Trust is one example of a nonprofit that was able to successfully use Twitter for fundraising.

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It's also important to note that social media isn’t a one-way street. One advantage charitable foundations reap from having a direct line to their audience is that they can also listen to what the audience wants. Encouraging people to give comments or suggestions and responding to them quickly can help organizations improve. Additionally, people may be encouraged into donating and volunteering readily when they are heard or when they see appropriate changes made by the organization.

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Tracking metrics is another important task that nonprofits must accomplish. Knowing which among awareness, relationship-building, traffic, or actions is the organization's ultimate goal has an impact on which type of strategy should be used.

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All organizations, not just nonprofits, can benefit from social networking. However, it is imperative that the task is delegated to those who are communications-savvy and can represent the organization properly. After all, positive social media impact depends on the person in charge of the networking.

It would be impossible to talk about advertising without coming across the name Draper Daniels. He was such a legend that the lead character of the hit TV series, Mad Men, was based on his persona. So who is he?

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Draper Daniels came from humble beginnings. He was raised by Quaker parents on a farm in upstate New York. He graduated from Syracuse University and married his college sweetheart, Louise Cort.

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In the 1960s, Daniels worked as the creative director in the Leo Burnett Agency. The decade was considered the golden age of advertising and Daniels was at the center of the action. It was during this time that he came up with iconic campaigns, the most famous of which being the Malboro Man. According to an article written by his second wife, Myra Janco Daniels, Draper Daniels quit his job at Leo Burnett because he did not like being responsible for the promotion of a product associated with lung cancer.

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Daniels had married Myra Janco in 1967, two years after buying her advertising company. Together, they worked on several major accounts such as Colgate-Palmolive, Swift, Maytag, and Consolidated Foods.

In creating ads, Daniel’s philosophy was to make it seem the ad is personally addressing individuals. That may be the reason his campaigns were so iconic. His campaigns made people feel special.

Sony Pictures announces its new communications executive.  PR crisis specialist Charles Sipkins is a well-known crisis-management specialist who has helped rehabilitate reputations of press-sullied companies.  The Hollywood Reporter tells us more about Sipkins' success.

Sony Pictures Entertainment has named as its new head of communications Charles Sipkins, a crisis-management specialist who has experience dealing with Dan Loeb, who owns 7 percent of Sony and has advocated the conglomerate spin off its TV and film assets.

Sipkins will join Sony on Sep. 9 from Sard Verbinnen & Co., a public relations firm active in mergers and acquisitions and famous for helping to rehabilitate reputations of companies and executives that have been sullied by the press.

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"Charles Sipkins is joining as the senior communications executive at Sony Pictures Entertainment," Sony said in a statement e-mailed to The Hollywood Reporter. "He will report directly to Michael Lynton and Amy Pascal, overseeing all aspects of the company’s corporate communications and the existing team at SPE."

Sipkins joins Sony at a critical time, given it has endured box-office disappointments such as Elysium, After Earth and White House Down. Loeb and his Third Point investment vehicle have used those titles to bolster their case that Sony’s entertainment business is “poorly managed” and should be separated from the rest of the company.

Sipkins is familiar with Loeb’s tactics because he was an adviser and spokesman for Yahoo when Third Point insisted the Internet giant get rid of CEO Scott Thompson because of inaccuracies on his resume.

At Sard Verbinnen, Sipkins was a managing director who headed the Los Angeles office. He’s stepping into a role largely vacated when Jim Kennedy went to New York two years ago to join the Sony corporate PR team.

Until his bio was taken down Wednesday, the Sard Verbinnen web site said Sipkins "has advised clients on communications related to earnings, restructurings, activists and proxy fights, in addition to class-action, antitrust, environmental and employment litigation. He has also counseled clients during SEC, DOJ and multi-state attorneys' general investigations as well as product recalls and physical disasters."

Insiders tell THR that executive vp for global communications Ann Boyd will report to Sipkins and that the roles of communications executives Steve Elzer, a senior vp for the motion picture group, and Paula Askanas, an executive vp for Sony Pictures Television, will not change.