Refactoring marketing

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My good friend Susan Scrupski will likely beam from ear to ear when she sees this post, Mark Lee may end up scratching his head.

Over on Micro Explosion Media, the author talks about Scot Justice, a US CPA who has used blogs and Twitter to help build a business from scratch:

A few years ago I met with a guy named Scot Justice who was positioning himself to open his own CPA firm one day. I had been studying social media informally for several months at that point and was just starting to blog myself, so I suggested he take up blogging as an introductory web presence and marketing tool. At the time he was a CFO for a printing company here in Nashville. A year or so later the company was sold and he was out of a job…and he couldn’t have been happier.

Now, three years later, he’s on his own and doing great. He still blogs and he’s active on Twitter and together they account for 75% of his business. I’d call that a pretty good return on his marketing money, but of course time is the new money when it comes to social media marketing and Scot gets that.

The post includes a YouTube video the two recorded. Rather than steal ALL the links I thought readers might prefer to hop over themselves.I only have one issue with what is being said. I hate the term ‘social media.’ It’s meaningless to me and the vast majority of people who live in MY world. However, what DOES resonate are notions around communication and collaboration. That makes a lot more sense and can be readily parsed into the kinds of conversation that get people to take action. But as you’ll quickly find, we’re talking about a particular form of communication that conveys genuine authority. I believe EVERY practitioner has that capability – it’s a case of unearthing it and putting to good use.

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