Entry #3: SANDY and Social Media


August 2013 Entry 2 SANDY

As a company hit by Hurricane Sandy just after Incorporation (our initial local marketing efforts were literally washed away) we understand as well as anybody how important the Internet can be for marketing… and how weather-resistant it can be!! With a full mailing campaign sent out 2 days before Sandy hit and then the following 2+ weeks of no phones, Internet, cell service, etc. you can imagine how crippling it felt. The rare time we did get cell service it was more to contact loved ones than to work.

A long intro into Social Media strategy but it’s how we realized the importance of it.  For us we know local business will always be crucial. People want to meet their designers especially for marketing materials & websites. Social media is allowing us to target hashtags and keywords to find people in our area in the niche markets that matter to us. We’re leveraging a combination of tools including Hootsuite, Trendsmap.com, and Google Trends to name a few.

Now, with Hootsuite we can see how much interaction we get from our various posts, which services give back the best results, and where we might be struggling. Constant analysis of our social media data also showed us which markets we don’t need to be in at all!  With Hootsuite we also get protection. Hurricane Sandy taught us that there are times when all communication can be down for prolonged periods.  Hootsuite allows us to stack content and messaging for weeks and months at a time meaning that at the very least, our automated posts will get out. If we get that moment to post an update—and after Sandy it was literally 1-2 minute windows at times—having Hootsuite send 1 message to all of our platforms was of crucial importance.

Good Luck,

Steve Lichtman, VP Marketing & Client Services  LinkedIn Icon 55px  twitter-bird-white-on-blue
KJN Arts

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About Dan Gallo

I'm a lifelong entrepreneur, starting/running businesses since I sold seeds door-to-door when I was 7 in The Bronx. I've been playing guitar and enjoying the game of baseball since I was 5 (born a NY Yankees fan). I married Kim in 1983 & we have two sons; Daniel's a real smart, insightful & well read musician (www.thefieldrecordings.com) and Adam is a brilliant senior @ Brooklyn College double majoring in creative writing/literature & anthropology. Since 2002, one of the things we love to do together is go on service & missions trips to Belize. We've collectively spent over 60 weeks in Belize & I serve on the Board for the missions organization (www.twaw.org) focused on Belize. I started my 1st company in January 1985, and other than selling a company in 1999 and running it for a multi-billion dollar company for 2 years before buying it back, I've been self-employed. I sold my last company, Mentor Communications Group, in 2004 and after 2 years with the acquiring company I left and started The Allasso Group, LLC doing Sales Strategy & Business Development, Marketing Communications, Social Media since April 2006. Although I'm still contracted by Supplier-Connection as their Small Business Advocate, I recently was contracted to run a software company http://myvrm.com. I enjoy consulting, but it's really great to be running an SBE again.
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