“Marketing Magazine”:http://www.marketingmag.com/ reported today that “High Road Communications”:http://www.highroad.com/ is “opening a digital communications division.”:http://www.highroad.com/HighRoad/default.aspx?tid=1&xml=4.1.xml&aid=222
Here’s how High Road explained the new division in their press release:
bq.. High Road Communications has synthesized agency talent, experience and passion in VOX, a new social media and digital marketing division. The firm’s VOX team consists of seasoned communicators who specialize in the online and social media spaces. They provide a potent mix of traditional media relations skills and forward-looking technological knowledge to deliver effective, relevant and results-driven campaigns to the audiences that matter.
p. Kudos to High Road for doing this, it is indeed a much needed service and I’m sure they’ll do fine with it.
bq.. The High Road VOX team creates and delivers services including:
* Blog/ chat/ forum relations – targeting online journalists, enthusiast and special interest sites
* Online community relations – engaging online enthusiasts, brand Ambassadors, and promoting positive community partnerships
* Experiential marketing – creating innovative programs that deliver direct-to-consumer, grassroots and hands-on experiences
p. There’s *one big problem with this* that puts their “seasoned communicators who specialize in social media” in question.
The problem? “vox.com”:http://www.vox.com/
Vox is the upcoming social media site from industry leader “Six Apart”:http://www.sixapart.com/. Company founder “Mena Trott”:http://www.sixapart.com/about/corner/ talked about the roots of Vox “on Vox back on June 1st”:http://mena.vox.com/library/post/behind-the-curtain-out-of-the-cupboard.html
Of course this begs the question – how could a group of social media experts go with a name that is being used by one of the top companies in the space as their “MySpace Killer”?
Should High Road do a quick about-face and rename now, or do they run the risk of having to say things like “Vox believes that Vox will have a major impact on the industry. No, not our Vox, Six Apart’s Vox.”