How do you get news and ideas into the hands of already-well-informed opinion leaders in public office? And how do you add substantively to the public discourse while avoiding the trap of becoming "just more noise"?

These were some of the challenges General Electric faced in designing its ground-breaking #Pressing campaign. Linda Boff, GE's Executive Director, Global Brand Marketing, sat down with us to discuss the campaign and how partnering with RebelMouse provided her team with the end-to-end platform they needed to deliver high-quality curated content to their audience.

Bringing content and ideas to public opinion leaders is no easy task. To make the conversation resonate, it couldn't just be more content; it had to be the right content.

Finding and creating the content was only part of the battle, however. Once GE had the right content for #Pressing secured, they needed an efficient and effective way to deliver it to the people that mattered. GE used RebelMouse as their all-in-one solution to power sites and ads that were fully wired for social and continually updating as the conversation evolved.

See more from GE's Linda Boff in our remaining two parts of the GE #Pressing interview, coming soon.

By Justin Reynolds