GOLDENS BRIDGE, N.Y. Holly Alexander saw a need in the business community and rushed in to fill the void. The result has been a successful home business called TopSpin ( www.tpspin.com ).
The Goldens Bridge mom/businesswoman saw that businesses knew that utilizing social media outlets, such as Facebook and Twitter, were important to their marketing and advertising efforts but they often didnt have the knowledge or wherewithall to employ them. In June 2010, she created TopSpin to do just that.
Working as an ad exec for the website EssentialMom.com, a parenting website for Westchester County mothers, Alexander discovered that her clients wanted Facebook and Twitter to be part of their marketing arsenal, but just didnt have the time for them.
What stood for me was the business owners were busy running their businesses and didnt have have time for social media, she said. Thats what pushed me in that direction.
Alexander grew up in a family business. Her mother owned a high-end womans clothing boutique and working there helped her develop the skills she would bring to TopSpin.
I learned every part of owning and operating a small business, she said. But the most valuable thing that I learned is you need to understand your customers.
That is what she tries to teach her clients by getting them to utilize social media in an efficient and thoughtful manner. Before she can do that, she said she has to understand her clients businesses inside and out.
I have to roll up my sleeves and look around, she said. Social media is not a one size fits all.
The reason social media is such an important marketing tool is that it provides word-of- mouth endorsements from trusted friends
There is no better testimonial than word-of-mouth from a satisfied customer, she said. You trust that person and you trust that opinion.
Social media, such as Twitter, can be better suited for some business than others, and thats where Alexanders expertise comes in. She can help businesses stay on message and reach their intended targets. She admitted that a lot of what comes across Twitter is white noise, but for those who employ its tools properly, it can be invaluable.
Its phenomenal for some businesses, she said. I had a custom furniture maker who was looking to connect with retailers and interior designers. I knew that interior designers are very active on Twitter. Theyre going to check you out and then you have their ear.
Twitter has some power search tools the whole culture is powerful but you have to cut through the noise.
However, Alexander said that just using social media is not enough. Its how you use it. The message has to be clearly written and intelligent or potential customers will dismiss you and move on.
Social media is a beautiful megaphone but if your message is not important no one will listen to it, she said. It has to be meaningful and well-crafted.
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