I led quite an interactive social media discussion and workshop last Sunday afternoon in Huntington, West Virginia (more info here). It was a 3-hour seminar and I have to say, it was rather intensive. I purposefully did NOT have Microsoft PowerPoint slides because I really wanted to just engage attendees in a strong exchange of ideas, thoughts and commentary. And boy ... did I get what I had hoped for! The workshop was really interesting. Attendees had some super questions, were very hungry about the topic of social media marketing and really had many of their own comments and opinions to share which was just great.

But as always, not just in this workshop but in practically every single class, course, seminar, workshop and conference I've ever organized and/or led ... there's always at least ONE person (sometimes more than one but always one) that, no matter what you have to share, impart and contribute, they are just not "sold" on new ideas or a new way of thinking, in general. Sometimes, they just don't get it ... meaning the subject matter may have been a bit ambitious for them to take on and perhaps really needed a more basic foundation or course.

Other times, however, you may experience The Pocahontas Effect, a term I am coining after having been inspired by one of the attendees last weekend. This attendee, a well meaning gentleman and Baby Boomer who lives in Pocahontas County, West Virginia, was ... I think by far, to date, absolutely the most skeptical person I have come across with regard to the specific topic of social media.

So strong was this man's skepticism that he used very strong words in an effort to express his view towards mostly anything related to social media. Words like "hype," "fad" and "fickle" were some of various adjectives he used to describe his thoughts and opinions. Later in the workshop, he even expressed his belief that targeting folks on social networks with any messaging is unwelcome and even down right manipulative. Wow! That was new for me. Still, the man continued. He shared with the attendees that "this stuff" was being "sold" to everyone as the way to go online but who really has the time, who's really on these networks, why should anyone care, who wants to receive all this information (if they didn't ask to) ... and oh yes ... who is patrolling the information being shared to make sure things aren't so skewed.

Yeah ... ok.

Here's the deal ... this man -- whom I'll simply refer to as J -- is just precious. He meant well ... and despite his intensive, inquisitive nature, he really wanted to understand what this social media stuff is all about. But let's back up for a second. I need to give you some perspective first. You should know this man lives in a very rural county of West Virginia. He indicated that the age of the population in this county is, on average, 50+ and most folks do not have access to the internet. So ... HOW can all this social media stuff work in a place like Pocahontas County?? Huh?? Huh??? Huh??? Tell me, Mayra ... tell me now! LOL :)

OK ... actually, I've been asked these kinds of direct questions before. The answer, my answer, is not a perfect one. Basically ... it (social media) can work ***IF*** you let it. Yes, it may be challenging to reach folks in a rural area BUT that should NOT be a deterrent nor should it be the reason to NOT engage or embark on social activity and conversation. Just because the majority of folks are unable to access the information due to limited or lack of broadband issues, this does not mean that EVERYONE has limited internet access. Even if that minority of folks who do have internet access is really a super small group, say ... less than 5% of your population, hey ... that is *something* to work with; this segment is a wonderful niche community and could offer a solid starting point so why not start there? Why negate social media engagement and ignore this small segment of folks with internet access only because the masses do not have access??

offer various options for ALL parties, not just the majority

Call me crazy. No ... better yet, how about a crazy optimist :) but I just don't think that "limited broadband access" by the masses is a good enough reason to NOT attempt to communicate via social means. Clearly, in such extreme cases such as the one the man described in Pocahontas County, communication is ALREADY happening without social media. Social media should not and could not replace existing communications means given the spotty broadband in this county... but it could help complement and augment existing forms of outreach because, again, there is a small micro population that does have access to the internet. These folks could even assist in the delivery of the information to the masses through word-of-mouth because they would help to disseminate information to their fellow neighbors, family members and friends.

mature people *are* online ... just fyi

Additionally, I must say that another point of resistance J had was the age population of his county, which he stated is a much older demographic. But in the audience was another gentleman, Pete, who was clearly an "older man" ... I would have to guess in his 60s (Pete, if you are reading this and you are YOUNGER than 60, please forgive!!! LOL).

Pete was/is a live, breathing example (sitting just 3 seats away) of a mature male who was/is clearly quite active on Facebook, MySpace and other social networks. So the claim that "older folks" aren't out there engaging socially was rather debunked somewhat by Pete who was very vocal during the workshop, sharing specific experiences he's had online via his own engagement on the social web. Moreover, most recent research about traffic on social networks clearly indicates that a growing segment on Facebook in particular is by people 55 and older (more women than men but definitely an older population as a whole).

not much headway, it seems

Alas, much of what I or other attendees shared with J did not to penetrate through his adamant position but that's ok. In the end, you can't win them all, right??? Plus, my job was not to push any agenda; rather ... I was there to share, educate and impart information about social media engagement, outreach and communication. Bottom line: social media engagement in all kinds of communities *is* happening, like it or not, want it or not, agree or not.

hmmm .... this is interesting!

I wanted to learn more about Pocahontas County after my J experience so when I got settled into my hotel for the night, I did a quick Google search for the keyword term "Pocahontas County WV." The very first item to come up in the organic search results is a link to "Pocahontas County, WV - Nature's Mountain Playground" which takes you to http://www.pocahontascountywv.com. And wouldn't you know it but smack dab on the home page (above the header, in fact), this site showcases links to a WordPress blog, a Twitter account and a Facebook page. AND ... the Facebook page has 630 fans!!!

Ok, I feel somewhat validated :)  ... J had me thinking for a few minutes there that I was absolutely nuts to ever think for even the smallest nano-moment that perhaps at least *some* folks in Pocahontas County might already be engaging socially ??? I mean, c'mon people ... I know that I am nuts, this is true LOL ... but there's always a method to my madness, trust me!

           

Click here to download:

2_state_lines_3_metro_lines_to.zip (865 KB)

Whew!! I made it to Network Solutions's #growsmartbiz conference in Washington DC yesterday and boy, was it a journey getting there! I wasn't aware that I would have to ride three different metro lines to get to #growsmartbiz after traveling from West Virginia to Virginia to DC ... but hey, so the question is ... was #growsmartbiz worth the arduous trip? 

Answer: Yes!!!! 

Yes, I would have to say definitely yes. In addition to the informative panels and engaging 10-minute quips between each panel session ... and between all the wonderful networking opportunities and fun, new connections with various sponsors ... I would have to say if I had to travel that distance all over again, I'd say YES (but would try to get there possibly by private jet to expedite my travels LOL). 

Some of my observations

• The place was packed! Lots of people connecting, engaging and conversating about small business, marketing, social media and more.
• Panels were very diverse. I really enjoyed seeing a good mix of men, women and minority-owned small businesses taking center stage and sharing their insight, thoughts and advice to like-minded attendees.
• Small business and entrepreneurialism was celebrated. Boy, if you were a small business owner, then you were rubbing shoulders with countless other folks who really admire the small biz's entrepreneurial spirit. Everyone there was for the most part a die-hard supporter for the innovation and impact small business can and do make day by day..
• Small biz peeps give good hugs. I got lots of hugs and well wishes from some of *the* best small biz huggers in the Washington DC area including Glennette Clark, Jill Foster, Carla Briceno, Shireen Mitchell, Gloria Bell (visiting from our sister city Philly), Robin Ferrier, Shonali Burke, Steve Fisher and of course, the infamous Shashi Bellamkonda.  

:)

So what can I tell you? I got to the conference pushing 11 am and fairly quickly began my blogging/tweeting set up near the back of the conference room. It was just as well, too, because the area reserved for bloggers and media was *packed* and I did not want to disturb or distract. 

Sitting in the back actually was quite helpful

I got to see the behind the scenes action and had a full view of the attendees which allowed me to gage their level of interest, be privvy to back door convos and see facial expressions of curiousity and intrigue on any given topic or panel commentary. 

Now that I've shared the general ambiance 4-1-1 download, let's get to the meat and potatoes in so far as some of my observations and commentary regarding panelist sessions.  

Here are some general observations... 

PANELIST PARAPHRASED COMMENT #1: "We're not that hot and heavy on social media" 

I was very curious about the morning panel I walked into about marketing, branding and advertising (see photos). Regretfully, I do not have an agenda with me at the time of this blog post writing so I can't tell you the names of the specific panelists but in general there were a few moments this panel raised my eyebrow just a wee bit. One comment in particular was a bit stunning: a panelist said he and the other business owners on the panel (3 other folks) were four businesses that have not been hot and heavy on the social media scene. Hot and heavy were not his exact words but the comment, overall, was made to explain to the audience that hey, we're small biz owners and we're not really that obsessed with social media and/or hey, we're small biz owners and we haven't really done all that much on social media (or are not heavily dependent on social media for their marketing). 

PANELIST PARAPHRASED COMMENT #2: "Face to face connections cannot be replaced by virtual relationships; Human connection needs to still happen." 

"We cannot limit or over-rely on status updates or tweets to manage our relationships with others; We shouldn't hide behind our Facebook profiles." These comments were made by another panelist during the same session. The speaker was quite passionate about this point and equated virtual management or customer relationship management activity via social network(s) to the Kindle. "Reading from a Kindle and reading by holding a book in your hands are two completely different things." The speaker continued to pontificate on this point stating that small businesses must do more than status updates to maintain and upkeep with important relationships and that the face to face interaction cannot be forgotten or ignored. 

Some of my thoughts

Both speakers are absolutely correct in their findings, in my opinion. Yes, it is very important indeed to not become "obsessed" with social media and to put social media activity into perspective, ensuring that social media engagement should augment or complement your existing marketing activities. I hear this all the time from small business who always protest they don't have hours on end to tweet on Twitter and be on Facebook. And yes, face to face connections are extremely important. Human connection can NEVER be replaced, this is true. 

But here's the deal ... 

The first reference to not being so hot and heavy with social media was important but also unfortunate, in my view. It's not that I expect small biz owners to all become obsessed with social media. No. Rather, I just wish the reality had been different.

Before I continue here, please know I only speak for myself and how I alone perceived the comments shared on this panel.
Nothing I share below is being said in a negative light.
(Besides ... if I didn't put my own .02 cents, how good of a blogger would I be anywayz??) :)

So ... the way I took these comments about the four panelists up there not being that all into social media or that active on social media was a "truth" I wish weren't true. But alas, there are many, many small businesses that, to date, are not yet up to speed on the power of social media for reach, visiblity and engagement. It's not to say that this panelist did not recognize perhaps these benefits social media can bring but he also did not indicate he and his business heavily rely in the tools either. At a time when social media engagement, utility tools and social connections are becoming an absolutely vital component of outreach and marketing, it just caught me off guard to see this panelist (and his fellow panelists nod in agreement) make such a revelation. 

In much the same light, the passionate panelist that is an advocate for upkeeping human connections via face to face meetings and not hiding behind Facebook profiles and status updates ... I couldn't agree more about the need for face to face engagement. That said, however, as much sincere value as there is and was in the panelist's cry for human gatherings and real face time, I thought perhaps it was ironic and somewhat unrealistic in that most small businesses who service customers, clients,end users, peers, colleagues and friends may not always be in the same geographic location to be able to make these wonderful human connections.  

Moreover, much of the "hype" about social networking is that now we CAN stay connected to folks much better than we could before and be privvy to lifestream details (of those we are connected with) we once never had access to even with face time invested. Connecting, engaging and nurturing relationships on social networks *is* so mainstream now, in fact, that many businesses ... including CRM giant SalesForce.com ... are capitalizing on this momentum and referring to this social networking nuance as the new CRM (read The Facebook Era by Clara Shih for more information on social CRM Facebook style). So yes, face time and personal human connections are always wonderful and needed but realistically for many small business, not always entirely possible. 

Believe me ... I'm not a meanie

Again, to repeat myself, these are my objective comments and are not meant to diminish the value and wisdom imparted by the panelists. I actually thank them sincerely for challenging my brain cells after a very long ride into DC! 

I have many more thoughts and comments and I will share in upcoming blog post.