Digital Palengkera and a New Job Description

When relatives ask me what I do in my office, I always reply, “I work in PR.”

I don’t really do PR work. Okay, maybe that’s not quite accurate.

I don’t do the traditional public relations work, where someone sends out press releases to media organizations and hoping they publish or cover these. I don’t write press releases and I don’t liaise with media people.

But I do build relationships between the company and our target audience through digital means. 

“I work in PR” is easier to describe what I do because there are still people who don’t quite understand how digital works, yun mga taong hindi active online. For many of them, digital is doing Facebook all day (which in my case is pretty accurate).

Colleagues know me as ‘digital palengkera.’ I invented the term in 2010 when I was still dabbling with social media. I didn’t have the gall to call myself a ‘digital marketer’ because I was starting out then. 

Four years later, I still don’t want to call myself a ‘digital marketer’ because I find it pretentious. Sure, I have a solid track record taking care of the online presence of our brand. 

Our Boss Daddy even told me recently na ito na yung naging equity ko sa office. Even the big bosses know me as Ms office digital. But somehow, I don’t really see myself as a marketer. When industry colleagues ask me what I do in the office, I always reply, “I/we take care of the corporate brand.” That’s it. No fuss, no frills.

A couple of weeks back, we had a meeting with Boss Daddy and I presented some updates. Blah, blah, blah… Boss Daddy gave some instructions for me on how he wants me to be more involved in the digital and social media activities of other brands. He basically wants me to act like an overall auditor to make sure that everything we do is consistent and aligned, across all digital channels.

So I thought of a new term for myself (kasi wala akong magawa sa buhay. Hahaha!). Aside from digital palengkera, I now call myself SMS:


Social Media Sumbungera



Ang saya, no? Hahaha! I don’t want to call myself a social media specialist or some fancy-schmancy term like ‘guru,’ ‘ninja,’ or, ‘expert.’ I’m good at what I do but I’m not cocky enough to call myself any of these terms. đŸ™‚

Oh, yeah. I Facebook, tweet, and IG for a living. Isn’t that fun? 

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