(This is the first of a three-part series on social media and small business. Next in the series: ROI in Social Media, How to Measure Success)
When Scott Roewer isn't building closets or figuring out the best way to eliminate clutter for one of his clients, you'll probably find him blogging or joining in the conversation on Facebook and Twitter.
Roewer, the president of Solutions by Scott, a Washington, D.C.-based business that provides residential and business organizing services, jumped into social media about two years ago and now considers it a key part of his marketing strategy.
"I am my brand," Roewer said. "And I use social media to continue my brand and build trust."
Establishing a good rapport with customers is critical for Roewer, whose clients often give him access to their residences or confidential office files.
Roewer, a member of the Capital Area Gay and Lesbian Chamber of Commerce (CAGLCC), also created a blog to offer tips and resources about organizing.
"Blogs are a great way to position yourself as a thought leader in your industry," he said.
Social media allows people to connect online with few or no upfront costs, and form relationships for personal, political and business use. New media tools promote interactive communication and accessibility to sites that can reach thousands of people instantly.
"As a business tool, social media is unique because it has evolved from the grass roots up vs. the top down," said Eileen Kessler, president of OmniStudio, a Washington, D.C.-based communications firm and National Gay & Lesbian Chamber of Commerce (NGLCC)-certified business.
"When small businesses incorporate social media into their overall strategic plan, it can expand their audiences exponentially," Kessler added. "A few years ago this type of reach was possible only through traditional channels such as newspapers, radio or TV, and now Fortune 500 companies and PR professionals are finding creative ways to use sites that were originally designed for establishing individual connections."
Richard Oceguera, a licensed realtor with the Corcoran Group in New York City, said he began using LinkedIn four years ago, but now spends most of his online marketing time promoting himself on Facebook and industry networking sites such as Activerain.com and Greenpearl.com. Oceguera also runs a blog, Richard's Report, and uses Facebook's network blogging application to send his updates to his entire network there.
Like many LGBT entrepreneurs who use social media outlets, Oceguera blends his personal and professional lives, especially when posting comments on Facebook.
"My strategy is to use Facebook as a platform for people to see who I am as an active real estate professional and as a human being who is contributing to the betterment of my community," Oceguera said. "You must strike a balance so that you don't become a flat, one-dimensional sales guy."
Oceguera, who is also the director of membership & corporate partnership with the NGLCC New York affiliate chamber, considers social media as a long term branding commitment. "Everyday, one way or another, my name crosses people's screens with helpful and interesting information," he said. "When it comes time for them to move, or if someone they know is moving, my name will be top of mind."
"When it comes to social media I remain consistent, Oceguera added. "My non-real estate postings certainly reflect my life and include my husband and the organizations and causes that I support."
"Authenticity is key for establishing credibility and a dialogue with your audience," said Kessler, who is a board member of the CAGLCC. "If your personal and professional lives are intertwined, as is true for most entrepreneurs, then it comes naturally to be open and honest in your online interactions."
"I want to work with people who are socially conscious, so I'd like them to see my posts, whether they be political or personal," Roewer said. "I may have lost a few followers on Twitter after posting on Prop 8, for example, but I have also gained a number, and these are going to be people I'm more likely to connect with as clients."
As with all new and evolving online tools, there is a great deal of experimentation involved. But with personal time as the greatest investment, successful users of the media think it's an important commitment to make.
Kathy Davis, a corporate attorney with Henson & Efron, P.A. a 65-person legal firm in Minneapolis, has found LinkedIn especially useful for engaging in more in-depth discussions with her business clients, but her personal Facebook page offers a way for clients to reach her quickly.
"I can send out notices of speaking engagements and media appearances on short notice," she explained.
Davis, who is also president of Quorum, the Twin Cities GLBTA Chamber of Commerce, recommends that "when you return from a networking event with a stack of business cards, take a few minutes and add them to your networks so you can have a second touch with potential clients very quickly after that first introduction."
Though her law firm, where she is an associate, does not have a company Facebook page, she advises her clients to set up pages for their businesses and gives them legal advice on best practices.
According to a recent national survey by Harris Interactive and Witeck-Combs Communications on online use, 55 percent of gay and lesbian adults are members of Facebook, compared to 46 percent of heterosexual adults. And for the more business-oriented LinkedIn site, 23 percent of gay and lesbian respondents reported being members, compared to 13 percent of heterosexual respondents.
"I think GLBT people have used the Internet to find community, create community where none exists, and generally find each other and ways to support each other," Davis said. "Social marketing has only amplified that, and I think there are a lot of GLBT business owners and professionals that are using social media marketing in really creative ways."
Both Roewer and Oceguera said the only way to get started in social media is to "just do it!"
"It's less overwhelming if you choose one platform, like Facebook, and become very comfortable and proficient in it before you add another," Roewer suggested.
Everyone interviewed recommended taking a workshop or two before diving in.
Oceguera urged people who feel they just don't have time to spend on social media to check with their local chambers to see if they can connect you with an expert, adding that "many people offer cost-effective services that will help you identify the right social media tools and implement them for you."
