GroundFloor Media launching social media unit

Denver public-relations firms GroundFloor Media Inc. said Monday it is launching a social-media program aimed at helping clients' messages "go viral" via social-networking sites, blogs and podcasts.

The new GroundFloor Social Media program will help clients establish a presence in the blogosphere as well as use online communities to spread messages, firm officials said.

"Social media has transformed consumers from content readers to content publishers," GroundFloor Media founder and president Laura Love said in a statement. "This shift requires not only a new line of thinking for public relations teams, but a new set of strategies, tactics and metrics."

The use of social media to deliver business messages has been the subject of a lively debate in PR and marketing circles because of the unpredictability of such venues, and because messages have been "hijacked" by critics of a company or product.

In a much-discussed case, a Wal-Mart Stores Inc. presence on Facebook last year aimed at promoting its lines of dormitory furnishings became a forum for critics of the retailer's labor and business practices.

http://www.bizjournals.com/denver/stories/2008/04/21/daily4.html

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GroundFloor Media launching social media unit