Joel Postman: Advising firms about blogging

Blogging is an interest that has clearly found its niche in online culture, but rarely has the undertaking translated into anything more than a passing hobby.

However, for Joel Postman, a proficiency in the blogosphere was essential to his hiring as the director of emerging media at San Francisco-based public relations firm Eastwick Communications.

“When I first really became aware of blogging in late 2003, I thought it was a pretty inane concept,” said Postman, who graduated from Humboldt State with a degree in journalism. “But the more I looked into it, the more I saw very smart people commenting on very intelligent subjects. I began to see the importance of blogging as an essential social media tool, and companies like Eastwick see that same potential.”

Before joining Eastwick, Postman was influential in establishing an employee blogging atmosphere while working as the director of executive communications at Hewlett-Packard (HPQ), and he also contributed to and created several prominent blogging sites.

Now, Postman will turn his focus to helping Eastwick embrace the new medium as an important tool, both in the workplace and on the business front.

“We really want to develop ways to tie this new social media to our business objectives,” Postman said. “We want our top executives blogging because it encourages transparency in a company, which is good for both employees and customers. It’s a bold new world really, and the success of social media like blogging has to be mitigated with guidance, which is where I come in.”

Postman will be responsible for counseling clients about the benefits of social media on general and tactical terms. He will also help develop offers for the company’s clients, while making sure Eastwick adopts the same progressive blogging policy it espouses to its clients.

Postman’s title of director of emerging media was intentionally left open to interpretation by Eastwick.

“This position was essentially created to investigate the constant innovations of social media,” Postman said. “Being in the Bay Area, in the hub of new media, gives us an advantage on staying ahead of promising trends. We want to investigate and adopt any potential breakthroughs that can help our clients progressively and creatively market their product.”

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