Free Trial

Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.

Share this Page URL

Chapter 7: Grounding social media in content strategy - Pg. 138

CHAPTER 7 GROUNDING SOCIAL MEDIA IN CONTENT STRATEGY MAINTAIN CONSISTENCY, CHANNEL TO CHANNEL " We built the brand not through a pretty picture, but through content creation," began Birch Norton, a partner at BEAM Interactive and creative director of the agency's account with MINI. 1 BEAM has been working with MINI since the little car with a big heart--and an enviable turning radius 2 --first came to the US in 2001. BEAM faced the challenge of establishing visibility and building a brand for a British BMW subsidiary that was relatively unknown in what was then the world's largest automotive market. Outside the US, it was a different story. MINI had a long history in Europe. After its launch in 1959, consumers and