Author Archives: Marlena

c21 Helps Client Unveil Groundbreaking Antimicrobial Copper Renovation

Last month, the Ronald McDonald House of Charleston (RMHC) opened its doors for an event unlike any other. RMHC staff, copper industry experts, local business and civic leaders, current and former RMHC families and volunteers joined together for the unveiling of the facility’s Antimicrobial Copper retrofit. Months in the making, the renovations will make the RMHC facility even safer for its young guests. c21 provided media relations and social media services to this groundbreaking initiative.

Ronald McDonald House of Charleston unveils Antimicrobial Copper products.

The event celebrated the hard work of the participating copper product manufacturers and installers and the successful collaboration between the Copper Development Association, South Carolina Research Authority and the Ronald McDonald House. Attendees kicked off the evening by touring the Ronald McDonald House to check out the new renovations.

Dr. Michael Schmidt, professor and vice chairman of microbiology and immunology at the Medical University of South Carolina, addresses guests.

Dr. Michael Schmidt, professor and vice chairman of microbiology and immunology at the Medical University of South Carolina (MUSC), educated the audience on the clinical trials that ultimately led to this project as well as the groundbreaking implications it has for other healthcare organizations.

For more information about Antimicrobial Copper, visit or @antimicrobialcu.

Marlena Reed


Article Roundup: Why You’re Not Using Google+ and Why Google Doesn’t Care

The Wall Street Journal published a piece Feb. 28 about lagging user adoption of Google+. Read on to find out how much time people are not spending on Google+ each month and some of the potential reasons why the social-media-loving public isn’t likely to dump Facebook for Google+ anytime soon.

The same day, TechCrunch posted this provocative opinion piece stating that from Google’s profit-center perspective, it doesn’t really matter if you use Google+; they just need you to sign up to have access to a wealth of demographic data about you that spells more targeted (and more profitable) advertising. Interesting reads, both.

Marlena Reed


Pinterest: The Next Big Social Networking Thing?

Pardon my poor grammar, but I just have to know: Where my pinterest users at? You see, I have recently fallen in deep online love with this new-ish social networking site, which bills itself as a Virtual Pinboard. In a nutshell, pinterest makes it extremely easy for users to capture and save website images they like (“pins”) in one location (on their “pinboard”). Let me tell you something, this place is a BONANZA for the visually oriented among us, who may or may not be women. While still an invite-only site, Pinterest has experienced explosive growth in recent months.

So are you pinning? If so, you might want to check out’s 13 Tips and Tricks for Cutting Edge Users.

Happy pinning!
Marlena Reed, vice president, Interactive Services

Live Tweeting Tips for Trade Show Warriors

Been to any good trade shows lately? If you’re a sales person, you’ve probably been to more shows than you can count, even if you wouldn’t consider them all good. One of my c21 PR clients recently asked for some tips for live-tweeting from a show where he would be working the company booth. Please see details from our exchange below and let us know your live-tweeting tips!

  • Be sure to use the show’s hashtag in your posts – if one exists.
  • Also use more general hashtags related to your conference topic like #healthcare  #marketing #housing
  • Tweet your booth number or location.
  • Twitpic whenever possible! Images from your booth and other exhibitors/speakers you find interesting during the show will likely be interesting to other people.
  • @ mention individuals/organizations you meet throughout the show.
  • I know you’ll be busy at the booth, but if you hear any interesting interest stats from the presenters that is always good Twitter fodder.
  • @reply to welcome any new followers you pick up during the show. This one can wait until end of day, but it’s a great way to maintain activity on your feed without really saying anything.


Happy 5th Birthday, Twitter

A lot can happen in five years. As we all celebrate Twitter’s existence, here’s a roundup of news and commentary about the site – each of them waayyy over 140 characters. 🙂 

Mashable’s happy birthday shoutout:

Five Twitter milestones from the last five years:

Remember when it was “news” that Charlie Sheen hit 1 million followers? That’s so yesterday:

Last, but certainly not least, a lovely interview with the graphic designer who can take credit for the dreaded “Fail Whale.”

By the way, c21 is on Twitter, @c21pr. We hope to see you there!


Corporate Social Media Use

Great infographic on corporate social media marketing use from InsideView.

And you can bet several of these companies are using social media for B2B marketing purposes.
Click here for the original.

Helping Atlanta Get the World Cup

Atlanta BidThe City of Atlanta is one of 18 cities trying to help bring the FIFA World Cup to the USA for 2018/2022. As of last week, the US pulled out of 2018, so all of the focus is now on winning the bid for 2022. To accomplish this goal, each city is reaching out to its community to get signatures for a petition that supports the USA Bid for the World Cup. On September 2, 2010, the USA Bid surpassed its goal of reaching 1 million signatures before the visit from the FIFA Inspection Delegation. The next step is to gain as many signatures as possible before December 2, the date that FIFA makes its announcement at 10 am.

The Atlanta Bid Committee approached c21 for help driving petition signatures through social media, specifically Facebook and Twitter. The committee had reached out to the community through more traditional marketing channels and wanted to expand the outreach in social media. c21 accepted the responsibility, pro bono, as a way of giving back to the Atlanta community. And, to be honest, we really wanted the World Cup to be in Atlanta.

So, the question was, how do we use social media to drive traffic to the petition and generate signatures?

Our team was able to draw on experience from our diverse portfolio of work to develop a 90-day plan and begin execution.

Here’s what we’ve done:

  • Produced timely content for their existing social media accounts on Facebook and Twitter to drive engagement/interaction.
  • Leveraged existing soccer events, like the Atlanta Cup, to run contests and promotions through social media channels in support of the Atlanta Bid.
  • Reached out to influential persons like Atlanta Mayor Kasim Reed and organizations like the Atlanta Braves to help stimulate interest in the bid and motivate the community, and created original content for them to distribute via their social media channels.
  • Managed a Facebook advertising campaign with a small budget to raise awareness and drive traffic to the online petition.

The campaign has proved successful so far and the numbers show it. We’ve increased the amount of Facebook fans by 25% and Twitter followers by 139% in a two-month period. But the work isn’t over because we have until December 1st to get as many signatures as possible. If you haven’t, please sign the petition, like us on Facebook, and follow us on Twitter.