Electronic Media Basics for Business

I recently joined the board of directors of Yyoga - a rapidly expanding chain of high end yoga studios. It was started by a friend, Terry McBride, who is one of the most influential people in the music business - having dealt with everyone from Coldplay to Avril Lavigne to Sarah Mclaughlin. Suddenly, between my recent involvement in a political campaign to learning from Terry, I have been gleaning an education on electronic media. I feel like the accidental tourist in a foreign world - and here is the quick and dirty on what I have learned so far:

What is social media- it is real time dialogue using the world wide web (AKA Internet).
Key word: dialogue - written or spoken conversational exchange between two or more people.
What is the main requirement: CONTENT - you have to have something interesting to talk about to your target audience.

This means answering the following first:
Who do you want to talk to?
What is interesting to them?
When do you want to interact?
Where - Facebook, Twitter, Blog, Website, LinkedIn, etc...?
How do you want to interact? Are you an observer, a commentator, or an author in your digital world?

Just because it is online does not mean basic business principles go away!

I took this picture as I'm trying to learn photography - just thought I would throw it in here :)
after all, we don't remember days...we remember moments

You won't believe the number of people I meet who spend money on "social media" with no clear focus or objectives.  What I learned working with a political campaign - poll your audience and sharpen your message!

Remember - this stuff requires a time commitment - weekly and over at least a 24 month period.
There are few real experts - most just learn as they go along.
Advertising agencies - few of them get it because traditional advertising is not real time and interactive. Trust me on this one.
Most people just ramble - this leads to reader fatigue. Sooner or later, they start to gloss over your message. Finding the right content is the biggest challenge.
The website, blog, Facebook page, etc... is the beginning. Then you have to market it to gain an audience.
Lastly...when you are finally at the stage that you are ready to build a website or work with an electronic media agency, pay attention to how the person you are dealing with manages you. Are they asking the right questions to uncover what your objectives are? You need a good client manager who can translate your needs to the techies. I have burned a lot of money on mistakes in this aspect. I call it paying the dumb tax.

I asked Terry to review my blog - he said I talked too much! Like I said - poll your audience and sharpen your message.

Hope this helps...and if you want to read more, the Harvard Business Review has an article on Branding In The Digital Age.

I am just sharing my experiences as an entrepreneur...take it as data and not gospel. After all, what do I know? I really am just a guy making my way in this world.

Speaking of gospel, HAPPY EASTER to all of you!! Hope you have a chance to appreciate your blessings...after all, we do not remember days, we remember moments.

Next week I have a big announcement regarding the California Center For Advanced Dental Studies (CCADS). We want to release it on my blog before anywhere else so stay tuned.