After 15 years of working on the Web, including nine overseeing Web and social media strategy for the Robert Wood Johnson Foundation (RWJF), Larry Blumenthal launched Open Road Advisors in 2009 to help hospitals, foundations, nonprofits, companies and other organizations navigate the ever-changing world of the Web. Open Road Advisors specializes in digital, social media and content strategy. Our mission is to help organizations build digital content that delivers value and gets read. In addition to strategic work, we create and manage blogs, podcasts, videos, infographics – any type of content that makes sense for your goals.
In recent years, Open Road Advisors has built an ambitious health portal for Philly.com—the Web site for the Philadelphia Inquirer and Daily News, managed an online community for Robert Wood Johnson Foundation scholars, provided the Connecticut Health Foundation with a social media strategy and assistance in redesigning its Web site and conducted social media workshops for numerous foundations around the country. Blumenthal has also worked on digital and communications strategy for the Einstein Healthcare Network and its MossRehab unit.
While at RWJF, Blumenthal built a Web team and an award-winning Web site, launched an e-mail service with close to 60,000 subscribers, brought all of the foundation’s publications online, and developed an online database of thousands of research articles and other publications. (He also oversaw the foundation’s library and a unique Grant Results Reporting unit that provides reports on grants once they are closed.) He helped the foundation launch four blogs, five Twitter feeds, a YouTube page, a Facebook presence, user comments and ratings, and communities, among other things. Along the way, he has contributed to producing guidelines and policies for staff around use of social media and played an active role on an internal Web 2.0 working group looking at ways to use social media principles to change how the foundation conducts its work
Prior to joining RWJF, Blumenthal played a leading role in developing various health-related Web sites, including DiscoveryHealth.com for the Discovery Channel and InteliHealth.com for Aetna and Johns Hopkins Hospital. He also worked as a newspaper reporter, a business editor at Dow Jones & Co., founding associate editor of the NonProfit Times and editor of Publishing Economics magazine.
He is a frequent speaker who has presented at numerous conferences and workshops on Web and social media strategy, including the Grantmakers in Health annual meeting, BlogWell, the Online Community Summit and the Communications Network annual meeting. He has presented on lessons learned implementing social media at a foundation, how to use social media to listen, why nonprofits need to embrace social media, among other topics. Blumenthal also teaches a course in professional communications at Delaware Valley College.
Blumenthal holds a master’s degree in journalism from Northwestern University and a bachelor’s degree in psychology from the University of Chicago. Born in Philadelphia, he nows live outside of the city with his wife, two sons and a basset hound who thinks he owns the place.
You can follow his Twitter feed at http://twitter.com/lblumenthal.
You can find him on LinkedIn at http://www.linkedin.com/in/larryblumenthal
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