WALTHAM, MA—Racepoint Group, the public relations firm that is part of Larry Weber’s W2 Group, has launched Racepoint Labs, a new unit that will help companies decided which social media platforms and tools to deploy, how to develop social media strategies and measure business impact.
Racepoint Labs includes research on more than 150 social media tools, platforms, communities, widgets, applications, and more. Based on this research and an understanding of clients’ business objectives, Racepoint creates customized, holistic and fully measurable social media strategies that enable clients to reach their target audiences and fuel online initiatives.
According to Marijean Lauzier, CEO of Racepoint Group, “2010 is the year that marketers must go beyond dipping their toes into social media and start designing and implementing strategic and measurable campaigns that impact business goals. Recognizing some of the very real challenges in doing this, Racepoint has developed a unique set of capabilities and a methodology to guide companies in this process.”
Racepoint Labs is already being used by agency clients in the healthcare, high tech and other business-to-business industries. According to Alex Rassey of client Irdeto, “Racepoint Labs is the first social media offering we’ve seen that takes an in-depth look at our business objectives, then maps back a holistic, integrated and measurable media strategy that is unique to our company. With Racepoint Labs, our marketing team is confident that we are leveraging the very best tools and platforms across multiple social media channels to help us achieve our online goals.”