Strategy+Design

Last month my partner, Terry, pointed me to an inspiring blog post on Michael Gass’s blog, Fuel Lines. The post features an audio interview with Jaci Russo, principal of an advertising agency with about 19 employees in Lafayette, Louisiana. I have listened to the interview many times, and every time I do, I get totally jazzed.

To make a long story short, Jaci explains how her agency was facing very difficult decisions at the end of 2008 – sound familiar? Without much business to be had in her home town, she figured it was only a matter of time before her business was “dead in the water”. You see, Lafayette is a small town of about 120,000. That’s slim pickings for a local ad agency hunting for new business in a down economy.

This is where it get’s exciting.

Jaci took matters into her own hands. She first observed and then participated in discussions on industry blogs and social networks. Once she got the hang of that, she signed up on social websites such as Linkedin, Facebook and Twitter.  Then she launched her own company blog. The Russo Group started sharing and “tweeting” experiences and knowledge. They answered questions. They became engaged. They got connected.

The result?

• 8 new clients in 2009 (in a tough economy, right?)
• All new clients came from outside Lafayette
• 104% net profit increase over 2008
• $11.95 in hard costs for 2009
• Jaci’s audience considers her company a “thought leader”
• Did I mention not one new client was from Lafayette? (hint, hint)

I think Jaci’s story identifies something that plagues many business owners: Fear of the unknown (in this case, Social Media). But Jaci also exposes that fear for what it really is: False Expectations Appearing Real. She broke through a paper wall many of us believe is real. Sheepishly, I have to admit I did too.

For a long time I struggled with the notion of implementing a social marketing platform for SterlingKlor. Where do we start? What social network(s) do we sign up with? Do we have anything worthy to say? What if people criticize us? Do I know how to write? Do I even have time to do this? You know something? What Jaci did, anyone can do.

The truth is, you can’t afford to not engage. Here’s why…

• Social Media is here to stay. Yes it will evolve, like Desktop Publishing, like the Internet, but it is not going way. Start now because not engaging is dangerous. Today almost every audience expects a company to not only have a social presence but also interact accordingly. If you’re still skeptical, read this…
• If you’re not engaged, your competition will be. To win in 2010, every business must have an integrated marketing strategy that includes a social media component within it’s marketing mix. You must become a thought leader in your industry, otherwise your audience eventually looks elsewhere.
• The transparent company wins. The “inconvenient truth” about social media is that it exposes companies. People prefer to deal with companies that have a social presence. Why? Because those that don’t are deemed to be either hiding something or do not have the skills or expertise. Companies large and small cannot hide behind brochure-ware websites any longer. Those days are officially over.

At the end of the day, your organization is either plugged into it’s market or it isn’t. Social Media is quickly separating the companies that engage from those that don’t. And those that engage are those that win.

The good news is that it is not too late to implement a social strategy for your organization. My only advice is to do it sooner than later. This particular animal is growing quickly, and the best way to deal with scary things is to face them squarely like Jaci did.