Lynne d Johnson Joins Advertising Research Foundation

ARFLynnedJohnson.jpgThe Advertising Research Foundation knows that you can’t spell “social media” without the “d,” so the advertising trade group hired social-media expert Lynne d Johnson to be its senior vice president of social media.

Johnson comes to the ARF from, where she served as senior editor and community director, as well as writing the Digital Media Diva blog, which covers technology, media, marketing and entertainment.

Prior to, she served in similar roles with Vibe and Spin magazines and

ARF said Johnson will focus on content, brand and social-media development and strategy, along with spearheading the launch of The ARF Social Media Council.

ARF president and CEO Robert Barocci said:

We are especially happy to have Lynne Johnson on our team, since she is certainly one of social media’s movers and shakers. We created this post because the power of social media is the most important new force in our industry, and with Lynne at the helm, we are committing The ARF to taking that power to the next level.

ARF chief research officer Joel Rubinson added:

Social media enables marketers to have conversations with consumers, so you get advertising, PR, customer care and marketing research all at the same time. Lynne will light this path forward for the marketing and media community.

And in a Q&A with ARF, Johnson said:

With its long history as a leader in the marketing world, the ARF has a unique opportunity to provide research, insight and leadership and push the social-media dialogue forward. The ARF can establish best practices and research for its members in the advertising, public relations and marketing industries, as well as the industry at large. By creating community for The ARF, the organization will be in a better position to lead the charge in defining what it takes to develop a community. The ARF will also be in a better position to determine and develop an assessment tool that explains the ROI (return on investment) of social-media activities. The ARF can and will lead by example.

Social media is becoming a critical part of progressive marketing thinking. With the rise of social media, the consumer has been able to drive the conversation with or without input from the brands. It’s past due time for brands to not only join the conversation, but to actively listen, as well.