Since launching ME Consulting in January 2009, social media has been a key part of the business, particularly over the past six months as more Canadian companies start to embrace it.

It’s been great to be sitting in the eye of the social media hurricane as all the action whirls around you. The part that I’ve enjoyed the most has been providing strategic counsel to companies looking to establish a strong social media presence but need insight, advice and information about the best options and how they align with the marketing and sales strategies. While six years of hands-on experience with social media also lets me provide tactical services, it’s not where I offer the most value.

When Media Profile’s Alison King and John Thibodeau approached me a few months ago about an opportunity to help them with social media, my first reaction was “I’m not looking for a job”. Their response was “We’re not looking to hire you”, which made the rest of the conversation intriguing because after escaping the cubicle farm, there’s no going back.

What transpired is a unique and strategic partnership with Media Profile, one of Canada’s leading public relations agencies. I’m part a new unit called MP Thread that will be offering a full range of social media services. My role will be to provide strategic counsel, while Media Profile will deliver tactical and creative services.

For me, it’s a eat your cake and have it too opportunity.

By being part of MP Thread, I get the opportunity to with some of Media Profile’s major clients – and, hopefully, new clients – while continuing to do my own thing with ME Consulting. This means I will continue to work with my existing clients, which mostly consist of start-ups and fast-growing companies looking for digital marketing and social media services.

When I was a newspaper reporter, I joked that working for a PR agency was going over to the “dark side”. Now that I’m here, I can see the light!

Here’s the official press release announcing MP Thread.