Mediaboss Marketing

When A.J. Gerritson co-founded Boston-based 451 Marketing in 2004, social media was beginning to catch fire with users but hadnt seeped into most marketing strategies.

But 451 Marketing put significant effort into learning the ins and outs of the social Web right from its founding.

The agency also offers traditional public relations services, and its clients include recognizable brands like Yankee Candle and Hood. But 451 has experienced its greatest growth in the past two years as businesses have begun tapping into the marketing power of social networking.

Gerritson, a Hull resident, is a founding partner of 451. Before launching the agency with business partner Nick Lowe, he worked as vice president of strategy for the Boston-based marketing firm Zeeo Interactive.

Interactive and social media are always changing. How do you recommend that a business owner stay up to speed on innovations?

I would like to caution business owners to have a (social marketing) strategy in place before jumping in headfirst.

I see a lot of companies just do the latest and greatest thing because its the latest and greatest thing. But Id advise that they step back and say, Why do we want to do this? Is this really going to help us accomplish our goals?

So, if Im the CEO of an accounting firm, am I going to find a use for (the photo- and video-sharing app) Snapchat? Is that going to help me? But it is if youre a consumer brand or a design studio.

Have your finger on the pulse, but dont just jump into everything. In terms of staying aware of whats going on, theres a lot of great resources. Keep on top of the media and blogs. Read whats out there. Use social media to stay informed.

Are brands sure that consumers want to be marketed to in user-friendly spaces like social networks?

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SOUTH SHORE INSIDER: Social networking as a marketing tool