COLUMBUS, Ohio – As a new mom, Paul Werth Associates employee Caroline Cofer Golon searched for way to connect with likeminded peers online while caring for her infant daughter at home.
She found it in her cat.
“When people talk about ‘social media,’ sometimes they don’t fully understand its power,” said Golon, a senior account supervisor for the Columbus-based public relations, public affairs and marketing firm. “My experience is living proof that you can make an impact harnessing the popular community-building tools available online.”
Since February, Golon has raised more than $18,000 for animal rescues across the U.S. – and nearly $250,000 of earned media coverage – by posting online updates from her cat Romeo.
“It started as a challenge with a coworker: Could I get 1,000 Twitter users to follow my cat’s updates?” Golon said. “I decided to try offering a donation of 5 cents to The Humane Society for every follower. Not only did it work, it led to other creative ideas that are channeling donations to worthy animal cause organizations.”
Animal philanthropy is important to Golon because Romeo and her family’s other cat Pugsley were adopted from The Forgotten Persian cat rescue organization in Marysville. Romeo has become a symbol for pet advocates within the online community, attracting nearly 6,000 Twitter followers to date and fans who follow him on Facebook and via his blog, www.romeothecat.com.
Leading pet businesses recognize the power of social media icons like Romeo and sponsor Golon’s efforts through cash and product donations. Feline Pine All-Natural Cat Litter, FURminator deShedding Tools, Wellness Pet Food, Clean+Green Pet Cleaners, Iams and Petco have all joined in helping raise awareness of Romeo’s rescue causes.
“It has been exciting and extremely rewarding to not only build Romeo into his own social media brand to help support worthy causes, but also to learn effective strategies and tactics in online networking that I can use on the job,” Golon said.
“Social media is not ‘free’ – I spend several hours a week regularly updating Romeo’s posts and interacting with his community – but it is another communications platform we have in our arsenal,” she said. “I have been able to apply what I have learned on behalf of our clients, and the support of Romeo by my Werth colleagues has helped spark many ideas that have enhanced and expanded the capabilities of our social media service as a firm.”
About Paul Werth Associates
Founded in 1963, Paul Werth Associates is a full-service public relations, marketing and public affairs firm counseling clients throughout the United States. The firm has offices in Columbus, Ohio and Washington, D.C.
Paul Werth Associates has previously received nine Silver Anvils, which is the highest level of recognition in the public relations industry. The Silver Anvil Award recognizes complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.
Tags: Cat on twitter, Ohio Social Media, Paul Werth Social Media, PR Firms on Twitter, Romeo the Cat, Romeo The Cat Blog, Romeo the Cat Twitter, Social Media Campaign, Social Media Campaigns in Columbus, Successful Social Media Campaigns, Twitter Fundraising
