Anthony Shop calls it “bottom up” marketing, and if that sounds topsy-turvy—well, it is. But it’s an essential strategy for businesses and other groups that want to connect with the public in the social media age. “Organizations are used to telling their own story,” says Shop, co-founder and chief strategy driver for Social Driver. “They’re not used to asking, ‘How do I become part of other people’s stories?’” In this video, Shop talks with Sultana Ali, an instructor in Georgetown’s graduate program in Public Relations & Corporate Communications, about the challenges and opportunities that come with reaching out to the public in a digitally-driven age.
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