Racepoint Labs Sets New Standard for Integrating Social Media into PR Programs

WALTHAM, Mass.--(BUSINESS WIRE)--In today’s new communications landscape, marketers are increasingly turning to social media to connect with and influence their target audiences. However, while there have been some notable successes in using social media to drive business results, many companies still remain uncertain as to which platforms and tools to deploy, how to develop social media strategies and measure business impact.

“We have invested significant time, money and effort into making Racepoint Labs the premier social media offering in the marketplace”

Racepoint Group, a global public relations firm with unparalleled expertise in all forms of media, is now offering Racepoint Labs™, to help marketers address these challenges and leverage the power of social media. Racepoint Labs includes unparalleled research on more than 150 social media tools, platforms, communities, widgets, applications, and more. Based on this research and combined with a deep understanding of clients’ business objectives, Racepoint creates customized, holistic and fully measurable social media strategies that enable clients to reach their target audiences and fuel online initiatives.

“We have invested significant time, money and effort into making Racepoint Labs the premier social media offering in the marketplace,” said Marijean Lauzier, CEO of Racepoint Group. “2010 is the year that marketers must go beyond dipping their toes into social media and start designing and implementing strategic and measurable campaigns that impact business goals. Recognizing some of the very real challenges in doing this, Racepoint has developed a unique set of capabilities and a methodology to guide companies in this process.”

Social Media Fully Embedded. Critical to the success of Racepoint Labs is the fact that every single Racepoint Group PR practitioner has completed a rigorous social media training program and has been certified in tools and platforms in eight different areas (e.g., social networks, aggregators, monitoring tools, mobile platforms, etc). Unlike other agencies that bolt on social media specialists for specific campaigns, Racepoint Group requires that all team members be experts in both traditional and social media and that all forms of media be integrated into ongoing PR programs.

One Size Doesn’t Fit All. Based on the depth and breadth of this media knowledge, Racepoint team members work closely with their clients to create communications and media strategies that drive tangible business results. As part of this process, the team works with each client to develop a customized “formula” that draws upon the most appropriate social media tools and platforms available. While Facebook and Twitter are currently the best known tools, they may not always be the right solution for every client in every situation.

Client-Tested. Racepoint Labs is already being used by Racepoint clients in the healthcare, high tech and other B2B industries. According to Alex Rassey, Marketing at Irdeto, “Racepoint Labs is the first social media offering we’ve seen that takes an in-depth look at our business objectives, then maps back a holistic, integrated and measurable media strategy that is unique to our company. With Racepoint Labs, our marketing team is confident that we are leveraging the very best tools and platforms across multiple social media channels to help us achieve our online goals.”

Racepoint Labs is currently available as an integral component of every Racepoint Group client program. There is no separate fee.

For more information on the Racepoint Labs, view our RaceTalk Blog interview with Racepoint Chairman Larry Weber or contact us at rplabs@racepointgroup.com.

About Racepoint Group

Racepoint Group is an award-winning global public relations agency that harnesses the power of the new communications landscape to drive results for our clients. We do transformative communications for companies, communities, causes and countries that are making a difference in their markets and in the world.

Racepoint Group is a part of W2 Group, a global, digitally-driven marketing services and related technologies companies that helps CMOs in their new role as builders of communities and content aggregators in the new communications landscape. For more information on Racepoint Group, visit http://www.racepointgroup.com/.