Strategic Thinking Leads Choice of Social Tools for Boeing’s Gary Wicks


Wicks_Gary

Gary Wicks, Boeing Commercial Airplanes

One New Year’s goal that every communicator can agree with is to be more connected in 2014. The surest way to do that is to be involved in social media. But how do you stay connected in a constantly evolving media landscape?

We spoke with Gary Wicks, director, digital strategy for Boeing Commercial Airplanes, and speaker at PR News’ Feb. 5 Digital PR Summit in San Francisco, about his thoughts on the evolution of social media and how it's impacted his company.

PR News: The rise of social media has forced a lot of change in the PR landscape. In what ways have you had to adapt in order to keep up?

Gary Wicks: We are far more aware of what is being said about our brand. Maybe "aware" is not the right word, but with the "always on" social environment, diligence is key. We have embedded digital metrics deeper into our planning process and had to adjust or optimize our planning as a result. Social is always a consideration in most everything we do. So it has added another element to our strategic planning process.

PR News: How do you make the determination as to which social media platforms best resonate with your audience/customers?

Wicks: We do not separate out social engagement from our overall digital strategy. Social is a delivery mechanism. So we clearly craft our overall marketing/communications strategy and objectives and then select the proper tools to support it. The key is not to let the tool drive your strategy. Develop your strategy and then select the tool that best supports it.

PR News: What is the single most valued skill for successful social media strategists and why?

Wicks: Understanding your audience is critical. What content do they respond to and are most likely to engage with? It is different from social platform to social platform and from company to company.

Gary Wicks and Monte Lutz of Activision will kick off PR News’ Digital PR Summit on Feb. 5 at the Westin San Francisco with a Wake-Up Call on the new social media landscape.

Follow Gary Wicks: @BoeingAirplanes

Follow Richard Brownell: @RickBrownell


Tags: , , , | Comments Off

avatar

About Richard Brownell

Richard Brownell is Group Content Manager at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.



Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.