Author Archives: Serena Fedor

Manager, Digital Marketing

Serena Fedor, Manager, Digital Marketing

Serena develops client web strategies and leverages emerging digital platforms such as social networking, online viral campaigns, user-generated content and blogs. As manager, digital marketing at JPL, she also guides JPL’s team in developing and executing search marketing, search engine optimization, e-mail marketing, and online advertising programs. With JPL since 2001, she has worked very closely with the Hershey Company providing consultation on digital marketing programs and managing web promotions, seasonal websites and online brand outreaches. Fedor holds a Bachelor of Science degree in Management Science and Information Systems from Pennsylvania State University.

Social Media Policy Enables Employee Brand Advocacy

Serena Fedor

A question that comes up over and over again when talking with clients about social networking media  is, “How do we mitigate risk?” The truth is, people are already out there talking about your brand, whether negative or positive.  You can be observers or participants when it comes to the crowded social media marketplace, but by [...]
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Put the "social" in your social media

Serena Fedor

Social media is here to stay. Despite the seeming permanence of this new type of media, too many brands are using outdated approaches to communicate in this new space. They are viewing sites like Facebook and Twitter as places simply to advertise and are missing the engagement element – the true social piece – of this [...]
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Listen First, Tweet Later

Serena Fedor

At a recent gathering at the local Chamber of Commerce, the cocktail chatter I most often encountered was in the realm of B2B marketing and social media. Over half-full glasses of Chardonnay, they chattered away: “What is social media?” “Do I need to be blogging?” “Should I be on Facebook?” “Yesterday I tried to Twitter, but honestly, what do [...]
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