Panel Event: Managing your Brand’s Reputation Online

Join us for…

Managing Your Brand’s Reputation Online
A panel discussion examining why, and how best to monitor and manage your brand online.

When: Thursday, December 9, 2010 from 8:00am to 10:00am
Where: The Westin Copley Place
10 Huntington Ave., Boston, MA 02116

Speakers to-date:
AJ Gerritson, Moderator, 451 Marketing
Tom Lee, Panelist, 451 Marketing
Ben Boardman, Panelist, Sysomos

Maintenance of a brand’s reputation has long been one of the most integral components of effective marketing campaigns. Corporations and their marketing personnel recognize and espouse the virtues of controlling, and maintaining their brand’s message in order to ensure that their products or services are consistently positioned for success.

With the emergence of internet technologies and the relentless popularity of social media, marketers now have the unique ability to monitor and capture all of the ongoing, online conversations about their brand. Through the use of a variety of new media tools and applications, companies can monitor the buzz, arguments, concerns and questions that impact their brand’s online and ultimately, offline reputation.

This panel will take a close look at why and how to monitor and manage your brand online. Experts will discuss the most useful monitoring tools and management tactics for marketers to use for online brand management.

All attendees must RSVP here:

What Social Media Cannot Do…

Fact # 1 – I heart social media.

Fact # 2 – I am a Partner at an agency that hearts social media. We effectively leverage it every day for our clients.

Fact # 3 – I am writing this piece knowing that it will be posted to our company’s blog and hope it will be spread quickly through social media.

Fact # 4 – Social media cannot do everything. As much as people in our circles think it can, I think it’s important to remember what it cannot do for us.

For example, social media cannot…

Shake someone’s hand.
Kiss you.
Sell to you.
Go on vacation with you.
Be ignored.
Replace your home life.
Be summed up in one sentence.
Be taught in a classroom (it must be practiced).
Mow your lawn.
Drink a shot with you.
Write its content.
Stop traffic.
Have lunch.
Call your mother.
Pick up your child.
Taste amazing.
Play 1st base on the company softball team.
Drive you to work.
Get your back.
Keep you warm.
Hold a door.
Help someone cross the street.
Give you a hug.
Date your sister.

What do you think it can’t do?

-AJ Gerritson

Boston: The Cradle of Innovation

By @AJGerritson

Boston is a city steeped in history. Outsiders associate us with conservative values, understatement and bare-knuckle street politics.



What many fail to realize is that Boston is consistently on the forefront of innovation.

This is something I am incredibly proud of as a Bostonian. I believe the city’s current administration has done a tremendous job of pushing initiatives through behind the scenes and I know people will continue to be surprised at what is yet to come.

Here are some examples of how Boston’s leaders are pushing us to the forefront of innovation:

1. Economic Development – Our city boasts an organization called the Boston World Partnerships. This new, non-profit organization created by Mayor Thomas M. Menino, and run by Executive Director David McLaughlin, is a first of its kind. Its mission is to raise global awareness of Boston as one of the world’s foremost centers of intellectual capital and innovation, and to offer tremendous competitive advantages to growth-minded businesses. BWP is a public-private partnership with seed funding from P&G/The Gillette Company and the Boston Redevelopment Authority.

The BWP generates high-quality leads for economic growth. Each high-quality lead represents a specific, actionable opportunity to create jobs, attract a business, strengthen an existing Boston business, support entrepreneurship, or enhance workforce development.

To achieve these goals, BWP has created a global community of people who have ties to Boston’s economy, similar to an alumni organization. This network exists around an information-rich website and an array of social media tools, as well as events here and abroad where Boston professionals come together to share ideas, insights, and other resources.

2. Tourism – Do you want to explore Boston’s legendary waterfront, Fort Point area, or Public Garden? How about doing it on a self-guided iPod tour? That’s right, Boston is one of the first cities offering such an experience.

3. Green Initiatives – Have you ever seen a solar powered street sweeper? We got them. We also have solar powered trash compactors on many of our street corners.  Here’s a photo:


Our city is also the first in the nation to boast green building zoning codes that require all building to be built to LEED certified standards.

4. Education – Boston’s Mayor has led the charge for transforming how we educate our young people. He has done this by pushing for legislation that includes greater flexibility in the classroom including longer school days for arts, music, more sports, and greater partnerships with area institutions to facilitate more learning opportunities. One example is the number of hospitals in the city that are partnered with Boston’s Health Career Academy. This partnership helps young people interested in the growing healthcare field learn on-the-job skills. Our city has also created partnerships between 5 of our universities and our most challenged schools to help aid in educational development.

5. Community – Boston created an iPhone application called “Citizen’s Connect”. This was a first in the nation for service requests. The city didn’t stop there either. They put together a team that the mayor calls the “New Urban Mechanics” that works with different departments to help them redesign how service delivery can be more user friendly and efficient.


These are only some of the great things that make our city innovative. I would like to hear from my fellow Bostonians as to what they are proud of around town. I would also like to hear from people in other cities about the great innovations that makes their lives better.

Please share!

A funny thing happened on the way to the office…

This morning I spent a few minutes moving bags filled with obviously unwanted phone books from our building’s entrance way. (See picture below.) As I moved the bags I couldn’t help but ask myself, “Who still uses these books? How much did they cost to print? How many trees were cut down to produce enough books even for just our city of Boston?”

It was odd that eight bags of phone books were delivered to a building that has only two companies. I assumed that they must deliver books based upon the number of phone lines within the building (our small company has four phone lines), and started thinking about how many people in our business neighborhood were moving piles and piles of books just like me.


I write this post because I am really curious to see if anyone reading it uses paper phone books still and/or knows of a coworker, friend, or family member who does as well. If you do know someone who uses one (or, better, still advertises in one), I would hope you could share your comments with us.

– AJ Gerritson @ajgerritson