Just what is a ‘content counselor’? And does your organization need one?

With the explosion of social media, a new breed of consultant is teaching and helping strategize how to better use the Internet.

Lindsey Nichols had been running a bed and breakfast in Seattle for 22 years when she wondered if a better social media presence might help her through the winter slump.

The trouble is, Pensione Nichols doesn’t have the staff or expertise to sort out how to accomplish that. So she brought in Timothy Thomas Consultants, one of a growing breed of content counselors as businesses seek to make good use of social media.

Part of Thomas’s plan included emailing former guests and encouraging them to post on Facebook their photos of the B&B and its views of Puget Sound. It worked.

“It put heads in my beds,” Nichols says. “Within 20 minutes of sending it out, we were already getting responses.”

A shifting landscape

The growing trend of bringing in content counselors has been noted by Adam Vincenzini of the agency Paratus Communications. He is also European contributing editor of PRDaily.com.

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