Deborah Weinstein is president of Toronto PR firm, Strategic Objectives, @SO_pr, IABC/Toronto PR Agency of the Year 2015, 2014, 2012, 2011 and 2009. Strategic Objectives is the only Canadian firm to receive the United Nations Grand Award for Outstanding Achievement in Public Relations PR; and to be named to the PR News Top 10 CSR Agency A-List. Named to UK research firm Onalytica’s List of the World’s Top 100 PR Influencers, Deborah is recipient of both the Queen’s Golden and Diamond Jubilee Medals for Outstanding Service to Canada and its Communication Industry. An active volunteer, she has served on the PRSA Counselors Academy Board for the last three years. Follow her on Twitter @debweinstein. Check out her talk, “The Great Pringles DIPbate” that takes place on June 9th, 2016.
We sat down with Deb and asked her #6Questions get a sense of her social media expertise. Check out her intriguing answers:
Q: What is your favourite social media platform and why?
A: My favorite social media platform is Twitter because of its non-stop fire hose of relevant, credible, leading-edge information, generously shared by fascinating people around the world, for free.
Q: What do you think might be the next big trend in social media?
A: The next big social trend will be identifying and targeting micro-communities with pertinent, useful brand-building, sales-driving, customized messages and experiences that build consumer consideration, affinity and loyalty.
Q: What brands or campaigns do you think are excelling in social right now?
A: I’ve always admired #BellLetsTalk for engaging Canadians on the subject of mental health. It’s a BIG budget, annual CSR program that builds important national awareness.
On a smaller, but equally, if not more meaningful scale, I highly appreciate #SMWiToronto keynote speaker, Sam Fiorella’s grassroots, #Yellowisforhello, www.thefriendshipbench.org community-funded initiative that promotes mental health for post-secondary students across Canada.
Q: Who is your favourite Toronto blogger/influencer on social and why (and which platform)?
A: I love BlogTO because it provides useful, up-to-the-minute information on what’s going on in Toronto from an actionable, enjoyment and lifestyle perspective.
Q: Other than SMWi, what is your favourite annual event in the city? How does Social Media enhance your experience with that event?
A: If summer were an event I’d say summer, because there’s SO much to do in the city. Aside from that, Luminato is a marvelous annual, Toronto cultural happening that never fails to inspire, stimulate and enlighten. I actively follow social to see what and where to spend my limited time.
Q: What is your favourite place or thing in the city to photograph and post on social, and why?
A: My favorite Toronto photo opps are the social good, experiential activations our Strategic Objectives Team performs with our clients. Whether it’s our annual White Cashmere Collection for CBCF, featuring Canada’s TOP fashion designers and their vision of a future without Breast Cancer, all created in Cashmere Bathroom Tissue; Sears Canada’s Great Canadian Chill, where people jump into an outdoor swimming pool filled with frigid water to raise awareness and funds for Childhood Cancer, in January at Yonge Dundas Square; or A&W’s Ride to End MS – it’s always inspiring and rewarding to share photos of our clients activating Canadians for the greater social good, in collaboration with our Social PR team.