FIR Interview: Jennifer Cohen on Uni-Ball Facebook campaign

Updated on July 31, 2010

uniball
The recent Uni-ball campaign in the US to give away 10,000 pens a day via Facebook launched a round of criticism of companies that concentrated efforts on Facebook to the detriment of their own websites.

eConsultancy’s Patricia Robles wrote a post that listed five reasons companies should stay focused on their own sites. At Marketing Pilgrim, Jordan McCollum offered her own objections. And though he generally praised the campaign, Steve Rubel had problems with the way many organizations have employed Facebook pages.

Jennifer Cohen, co-founder and president of Something Creative LLC, worked on the Facebook component of the Uni-ball campaign. In this FIR interview, she explains why the social network was chosen, how the Uni-ball website was factored into the equation, and the kinds of results the campaign produced. During the course of the interview, Cohen answers each of the criticisms leveled by Robles, McCollum and Rubel.

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About our Conversation Partner

Jennifer Cohen is president of Something Creative LLC, a marketing boutique focusing on digital strategies through online initiatives and social media. Jennifer has worked on many large company brands to initiate an online presence and to emphasize the integration of on and offline marketing as one synergistic marketing effort.

Follow Jennifer on Twitter: @jenz036 or visit her LinkedIn profile.

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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Podsafe music – On A Podcast Instrumental Mix (MP3, 5Mb) by Cruisebox.

(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

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