Heat adds in-house, five-person Social Media Marketing Practice.

Heat, San Francisco, has added an in-house, five-person Social Media Marketing Practice, and has recruited Cory O’Brien as social media strategist and the new division’s director.

O’Brien was formerly account manager at Swirl, San Francisco, working on the San Francisco Giants, Cengage Learning and Common Sense Media among other clients.

“The important point to me is that the Social Media Marketing Practice will be focused on strategy, i.e. marketplace obectives. Clients who just want to tick off, ‘Twitter? Check. Facebook? Check,’ purely for the sake of doing so, will not be happy here. Marketers who want to employ those tools and others to reach—and influence—important new audiences will feel right at home.” said O'Brien.