Today FleishmannHillard announced that Ephraim Cohen, former EVP of innovation at MWW, would join the firm as its SVP, senior partner and east region social practice leader.
This means he’ll work to further the firm’s objectives in the New York/Boston area while ensuring that clients make the most of its social/digital assets. In the release, east region president Robert Dowling cites Cohen’s “strong understanding of the relationship between brand and reputation”, especially in the social/digital realm.
Prior to the move, Cohen handled brand journalism/native ads, community management and Big Data at MWW; before that he was best known as founder of The Fortex Group, a “community-building firm” that closed its doors in 2011.
Something tells us that his thinking falls along the same lines as new GolinHarris non-ninja Neil Kleiner: social ROI has less to do with likes and shares than creating content that people will actually read and facilitating the growth of real communities.
It has absolutely nothing to do with martial arts or Mike Myers bombs.