This post was originally published on Edelman.com.
Name: Romy Shin
What is your title/practice? Account executive, Digital
How many people are in your office? There are roughly 70 people in the Seoul office. The Digital team now consists of 12 people and is still growing!
What does your job entail? I support our team in creating digital content. The Korean market is so small and well connected that everyone knows and follows the same cultural trends. So we make sure our content is always referencing the latest awesome TV show or hottest star of the week!
I also work with bloggers, doing outreach programs for clients. Through product reviews, fan trips, etc., we make sure that bloggers are talking about cool stuff our clients are doing. Korea is one of the biggest blogging nations in the world which means that bloggers are very influential here! For example, when looking for information, Korean people search the blogs first.
What might you find yourself doing around 10 A.M. on a regular work day? Generally, our monitoring reports are sent to clients by 11 A.M., so around 10 is when I am monitoring channels for them. If there are no specific issues to report, I review the content that received good responses from the night before.
What are your top sources of news and how often do you check them? I try to catch all the latest news (especially for social media) from Mashable and TechInAsia (the social section). I also check the latest trends in social media at TREND watching.
Which social platform do you use most often? I read a log of blogs on Naver and Daum. Reading posts by power bloggers is especially important for sensing trends before they get big. I watch the biggest blogs carefully to make sure that we can make campaigns for our clients that are always going to be trendy, which helps us increase engagement and interest. Other than that, I’ve been using Facebook for six years and still actively use it most often. These days, I also really enjoy sharing my photos and seeing others’ photos on Instagram.
What do you like best about your job? I like that I can work across all kinds of different fields since Digital is a cross-practice team. Especially when writing bids for new business, I get experience in many different fields as I work with other teams. But I think the best part about my job is the effort that goes into making campaigns trendier and execution more creative.
How do you think the PR trends in your region differ from other regions? In terms of digital PR, Korea has the second highest smartphone penetration rate in the world (only after UAE). About 73 percent of the population uses smartphones. This makes mobile trends more important to PR here. Also, there is no Google here, which makes our market very unique. The portal sites Naver and Daum dominate the search world (by over 90 percent), which makes strategic use of portals really important for us.
What’s the most unusual thing about your office? Most of the people in our office have lived or grown up abroad, which is unusual for a workplace in Korea.
What’s one thing you wish you knew as a recent college graduate? In my university years, I studied strategy theoretically as part of my school’s Management Strategy Association. However, now I think it would have been better if I had more experience beforehand in setting and executing strategies practically. I think that strategy is the base of all work.
What’s your favorite part about the Edelman culture? People always try to share useful information. They also express their opinions freely with minimal hierarchy concerns compared to other companies in Korea. This helps make people here very proactive.
What path did you take before getting to Edelman? Edelman is my first full-time job. Before Edelman, I interned at KOTRA (Korea Trade-Investment Promotion Agency) as part of a trade project with the country of Jordan. I also interned at the entertainment conglomerate CJ EM to promote Korean entertainment as an ambassador of the Korean wave. Later, I seriously started to work in the digital PR field by working as an intern at the small local agency and was in charge of social media at the Singapore exhibition, 2012 Yeosu Expo. In school, I actually studied German.
How will you Show Up Differently in 2014? This year, the dog owners of the office are planning on getting together to walk our dogs outside as part of the mandate to “Leave the Office and Breathe Fresh Air.” I will bring my Maltese, Pudding.
Image credit: ryan pikkel