Jorge Ortega from Burson-Marsteller: Working Together For a Successful Digital Media Strategy

Jorge Ortega, EVP and Director of Burson-Marsteller hosted a breakfast titled, Who owns social?, organized by Burson´s StudioB in Miami to provide insights on how to develop digital strategies. In the meeting, Iván Ruiz, Senior Strategist, and Lucia Zazueta, Digital Strategist, both from StudioB, led a debate on what clients and agencies face when handling social media.Ortega said that one of the key points of the discussion referred to the need to count on a strong strategic framework to align all the parts behind the content strategy and a channel plan as the “North Star” needed to ensure that the overlapping priorities and various stakeholders are never in conflict. “Ultimately, all companies and their partners need to work together to execute a successful digital media strategy” he highlighted. Some key aspects on social to keep in mind, according to Ortega, include: Don’t go at it alone, create purposeful content, assign talent to task, develop a bright “North Star.” Ortega emphasized that social media is growing each year at an accelerated rate each year. “Our firm is constantly developing innovative ways to integrate digital into our existing clients’ communications plans by creating evidence-based, data-driven strategies that incorporate tools to increase engagement, viewership, customer service and much more, across all digital platforms.”