Case Study: MX Logic

Case Study: MX Logic

Transforming an IT Security Blog into a Media Mecca


Challenge: Spam and other email threats have broadsided employee productivity, inflated IT costs and introduced new and unpredictable legal liability into the workplace. With this backdrop, MX Logic was founded in 2002 to provide email and Web defense services. Today, the company processes billions of messages each month for over 4,100 organizations worldwide.
 


When 104 West started working with MX Logic in April 2007, the product roadmap had stalled and there were no innovations or announcements on the horizon to drive news. Although the company started a corporate blog, it lacked consistency, direction and critical social media elements.
 


104 West was challenged with transforming the blog into a media hub that leveraged fresh content to drive unique visitors to the MX Logic site, while also increasing the company’s visibility and credibility as a leading email and Web security provider. 



Strategy: 104 West worked to implement a social media PR strategy into the existing blog by leveraging the news from the MX Logic Threat Center, a sophisticated streaming data environment where email security experts monitor the global state of email communication, 24 hours a day, seven days a week.
 


In conjunction with the social media element, 104 West worked to position MX Logic’s director of threat management as a thought leader and transform the blog content by implementing a proactive media relations campaign surrounding the current threats and trends noted in the blog. By leveraging this rich source of compelling and consistent news, 104 West could jump-start a dialogue with key influencers and media.



Results: Sixty percent of the MX Logic coverage is now derived from proactive outreach generated from the MX Logic IT Security Blog content. The director of threat management is continually sought after as an expert on email and Web security threats. The blog now accounts for more than 30 percent of the total MX Logic Web traffic; an average of 2,000 daily visitors. The increased online activity has significantly increased its ranking in top search engines, so much so that the organization eliminated its SEO firm.

The social media strategy gave the company instant credibility and positioned MX Logic as a reliable and knowledgeable resource for the media while also helping to combat the lack of product or corporate news.

104 West received a Public Relations Society of America Gold Pick award in September 2008 for this campaign.