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For years now I have been suggesting to my clients that they need go to where their contacts are and not put in huge efforts to bring them over to where they want them to be. If your clients are on Facebook, go to Facebook. If they are on Snapchat, Reddit, or a certain group on Linkedin, that’s where you need to go. (A well-researched strategy will tell you the best places for your business)

So now that messaging apps (SMS, Hangouts, Messenger, iMessage, Allo, Facetime, Spaces, Duo) are emerging as a preferred method for certain types of private or small group communication, business people need to figure out the best way to use these too. It is social networking.

Messaging is networking

In many ways, messaging has become a more social medium for businesses than the popular social sharing platforms they obsess about creating content for.

Screen Shot 2016-06-03 at 5.18.02 PMBut here’s the problem: many business people are waiting for one messaging app to emerge as the dominant one so they use 2 or 3 they think are leading so they’ll be in the right place when the leader is crowned – and ignore the rest. To put that into context, imagine choosing to only use the telephone and rejecting mail.

I often get a question like this: should I use this app or that app for my SMS?

My recommendation is to use ALL messaging apps and use whatever you prefer for SMS. There is never going to be one app and in the past year I have allowed Google Messenger, Hangouts, and Facebook Messenger to handle my SMS. It didn’t make a bit of difference from one to the next.

If there are important connections – i.e. people – on any particular messaging app, you should be on it. The connection is more important than the vehicle that delivers it.

If connections don’t lead to conversations, is it social? [tweet this]

Think of all of these messaging apps as social channels or even as different social environments like a cocktail bar or a pizza joint. Use the channels on which you can reach the people you want to reach at that time. Get to know your client’s and partners preferences and meet them there.

And don’t throw content at them on messaging apps! These are very different utilities than social networks. Messaging is for networking, conversation, relationships.

Where is the efficiency in only using one app for messaging?

There’s no need for one all encompassing utility. All of these apps are free and all are very usable.

Spaces, Linkedin, Facebook, and Hangouts Messages. They are all the same in your notification tray.

Spaces, Linkedin, Facebook, and Hangouts Messages. They are all the same in your notification tray.

First of all, most of us only use an app when we get pulled in with a notification. If there are 3 notifications for new messages on your phone, why does it matter if they are from three different apps or 3 messages from the same app? You’re going to click on each, one at a time, anyway.

Any decent mobile device made in the last few years can handle this kind of multi-app use without a hitch. And on laptop/desktop there are browser tabs.

We all have preferences. So do your connections.

“Social networking is personal content. Social media is professional content.” – Mike Elgan

For the record, my preference is Hangouts (it records all conversations in my Gmail where I can search for them later and I can use it on all devices – Mac, Android, iPhone etc). So anyone who wants to reach me is most likely going to reach me on Hangouts during most times of the day.

But if I know that YOU prefer SMS (or something else), then I’ll message you there if I want to reach you.

SMS happens to be the dumbest of them all as it is device-specific (only on mobile devices) and conversations from the past are impossible to dig up in the future – essential for collaborating. I know several people who are best reached through the messaging feature on LinkedIn, I have friends who feel locked into owning an iPhone because they can’t part with iMessage, and the largest number of people can be reached through Facebook’s Messenger.

Evolve with your network

Part of knowing your network is knowing the best channel on which to reach each person.

Each step in our online social evolution keeps bringing businesses back to a reality that many still don’t want to face: you must connect, personally, with your customers.

That’s what social is.


What makes social media an essential tool for social enterprise is it’s ability to give people reasons to care about a cause. And really, who gives their money or time to a cause they don’t care about? No one.

Over time, through stories, commentary, information, and images, social media can present a personality for a cause and a perspective on why it matters and, especially, who it matters to.

It astonishes me to learn the good work that so many non-profits do that relatively no one knows about. When it comes time to give, can people be blamed for not giving to organizations they don’t know anything about?

25-nonprofits-content-marketing-strategyNon-profits are different than businesses

Non-profits don’t usually sell products, they most often earn donations. Therefore, it is vitally important that they get people to care about what they do.

There is no better method to paint a clear and accurate picture, over time and engaged relationships, of why your charity matters to the people who might donate to your cause.

I might buy a product from a business because it meets a need that I have and I don’t necessarily need to love it. But people MUST care about a cause before they’ll give to it. That’s the essential dynamic.

social-good-torontoSocial media needs to become part of every non-profit’s DNA

While social media has been the ‘new-ish thing’ that everyone will get around to for far too long, the cost of procrastination and fear in this area is getting costly and is threatening the mission of many non-profits. Research shows that non-profits who use social media for more than just “marketing” are reaping significant benefits. Social media is the prime tool for

  1. Educating and engaging people who could and should care
  2. Keeping and growing the donor list
  3. Establishing the organization as the focal point for those who care about the cause
  4. Shedding light on misinformation and empowering your community to speak out for you

Most importantly and contrary to widespread opinion, social media will save time by leveraging the conversations and thought leadership that is happening in private and extending it to the wider world where enlightenment is needed. It takes a little time to learn how to use these tools effectively, but when it becomes part of your DNA and your team is put out front with confidence to engage, your purpose is clear to more people who care and your benefits are amplified.

Does your team know how to confidently use social media yet?


“Did you see that article I posted yesterday?” No, I didn’t. If I had visited your account yesterday I would have seen it but I did not. Sorry.

You share great stuff don’t you? You share things that you know certain clients or friends would love. But they don’t show up to comment, like and share it very often and it gets a little frustrating, doesn’t it?

That’s because there are methods of reaching people and each social channel has a best way to do it. The problem is that people aren’t looking for that best way because they are trying so hard to broadcast instead of connect with people.

0228fae5-0217-4753-964b-5ebced78655e-originalThe social web is noisy. There are more than 2.73 million blog posts written and published daily, most of which get pushed out to one or more social platforms. The average Facebook user has 338 friends and, if Facebook didn’t filter what you see, there would be more than 1500 stories in your news feed every single day. Crazy huh? Not as crazy as this: there are 350,000 tweets sent every minute!

Every social network has it’s ideal way of reaching an audience

So you posted your story to your Twitter, Instagram, Facebook, Linkedin, and maybe even Google+ accounts. But the great social soap box isn’t so. For businesses using social media, the most important message is: target, target, target.

facebook-icon-roundThe best way to organically reach an audience on Facebook is to share your story in a way that creates discussion. If people don’t talk about it, very few will see it. The second best way: pay for it (well, maybe that’s the first). And if you pay for it, target your audience as specifically as possible – not to all those you want to see it but to those you hope will care about it. If they care about it, they’re more likely to share it.

linkedin-icon-roundWhen people are using Linkedin they are generally in work-mode. They are looking for work-related content, people, ideas and, hopefully, relationships that can help them do their jobs. Groups are where the great value is when it comes to finding and sharing content with people you want to reach. Groups are basically like pre-prepared target segments and if you aren’t posting your content to one or more groups, the likelihood of reaching people is low.

Screen Shot 2016-01-08 at 12.46.52 PMtwitter-icon-roundinstagram-icon-roundTwitter and Instagram, the high volume, low dialogue channels rely heavily on hashtags to make these channels meaningful to users. No hashtags usually means limited or no audience. It’s true that a lot of people simply look through their streams at what the people they are following are posting periodically, and for reaching those people, time of day of the week that you share really matters.

But for to reach those following more than a small close group of friends, including hashtags is the necessary component and, at least on Instagram, there is almost no limit to the number of hashtags that is acceptable.

(a little story: last week we posted a little photo to Instagram to lift people’s spirits as they head back to work after holidays and recieved 85 likes in 2 seconds! No kidding. Without hashtags this would never have happened)

googleplus-icon-roundpinterest-icon-roundCommunities and Collections, much like Linkedin’s Groups, are where you need to post content to keep it from being lost in the “stream” on Google+. Think of Collections like Pinterest‘s Boards. And while Google+ doesn’t force you to choose a collection to post to when you share the way Pinterest does, you probably should. Posting to the public Google+ stream means it can get lost in the noise of the channel, just like the Facebook news feed.

gplus-communities-icon-roundGoogle+ Communities, on the other hand, are places of shared interest, like Linkedin Groups, and Google+ has become known as the social network focused on interests. Those who erroneously predicted the demise of Google+ in recent years missed the stats on the huge numbers of people who could be found actively engaged in Communities around these shared interests (as one commentator put it, “All publications in communities are private, but they are the most vibrating zone of Google+”). If you want to reach people on Google+, share to Collections and Communities.

While the new Google+ released in November 2015 is likely to result in a lot more content being fed from Google apps like Photos, Maps, Drive and more (especially from mobile devices), Google+ is still the second largest social network and likely to see another surge in growth again with the major new upgrade. If you want to know more, Martin Shervington presents an excellent low-down on the new release.

As I’ve said for years, go to where your people are rather than trying to bring them over to where you are. Hopefully these simple tips on a few of the major social platforms will help you to do that.

Have any of these methods worked well for you?



We work hard. All of us. I am confident that everyone reading this puts everything they have and more into your work, whatever that is.

Take it upon yourself to learn as much as you can about what you enjoy about people and what kind of interests you have in common with others. The society-wide “breaks” that we enjoy for Christmas, Winter Solstice, Eid, or even just Victoria Day or the 4:20 are all occasions that we agree to be together and to not work.

To not have goals.

To not have deadlines.

This is when most things get pushed aside and all we have is people. Understanding what you love in others and what brings you closer to them is the best foundation for everything you hope to accomplish online in the New Year.

Social media is about people. Otherwise, it’s just media.

Happy Christmas!



I was going to title this post You Can’t Eat An Elephant In One Bite but, considering the Sociallogical brand, I considered it too cute.

But the “analysis paralysis” that blocks so many important business decisions, coupled with a business generation’s widespread personal discomfort with certain aspects of the social media phenomenon, stops most businesses in their tracks. They don’t know where to start.

In 2015, Almost everyone has blind spots as there is now too much knowledge and too many things to consider for any one person to master. And so, when it comes to social media and what a business should do with it, very few know what they need, who can provide it, or how much it should cost.

Those Who Have Taken A Step Are Several Steps Ahead

The Road to social media influence is very different for those with some success vs those starting from scratch.

fallonBy “some success”, I mean if your company has a decent-sized following on social media for your market on at least one of the mainstream social networks (facebook, twitter etc.) and at least a dozen or more people who really care about your business according to the data.

When we have a client with some success we can collect some data to inform a strategy for them. For example, with a dozen or more influencers, we can build real-world connections. These real relationships are what really drive social media engagement. Clients who have had some success also have some sense of the complexity of the effort and why some methods may be a waste of time and money.

Paying for social media doesn’t mean you are paying for social media success. [tweet this]

With a well-researched strategy, properly implemented, companies like this can usually realize great outcomes within a year.

The Majority

Trying and failing to get anywhere on social media has become a right of passage for 99% of the companies who have bothered to try at all. Believe it or not, not trying at all is still where the majority of companies are at in 2015.

Screen Shot 2015-12-10 at 3.19.09 PMWe all have heard stories about huge business success using social media; clever campaigns that make people care about the product or cause and support it with action and spending. But there are millions of businesses in the world and the successes are so few they can still be counted.

In my own home province, I can name a few dozen organizations who use social media really well, in local markets and global ones. They are true successes and I admire the intelligence and creativity of the people behind the work.

But there are tens of thousands of businesses and organizations in our province. The ratio is not good. And our province is not unusual. In fact, if anything, the data shows that we may be one of the most advanced zones in the world in our use of social media.

So I am speaking to the majority when I say: In 2015, most professional people don’t know what to expect or how to get it from social media. They are more than likely just like you.

Start Here.

Start with an understanding. Find answers to the basic questions:

  • What could and should social media do for our company?

  • What are the best social media platforms for MY business and how can I find out?

  • How is advertising different on social media and what’s the best way to use it?

  • What is the best way for me to invest my time or my staff’s time on a daily basis?

  • What measurements matter and how can I measure them?

  • What does a complete social business strategy look like?

  • What should I share and where can I find it (or create it)?

If you’re in the majority, you’re in good company because we are learning from each other. For every business that successfully builds a community around their brand, a few more watch the steps they took and mimic them. Or at least they learn a few things that help them solve the puzzle.

2015-12-10More so than any other consultant, employee, or agency you could hire to help your business, the people who take charge of social media for you need to have some skills in teaching and mentoring –  and a really great aptitude for hospitality, because social is about people.

Social media will never be one person’s job. In fact, it probably shouldn’t even be a term we regard as separate from other forms of communication. Social media needs to part of the fabric of how every organization operates because most of the team will be needed to support the strategy. Eventually.

When the telephone was first introduced, most businesses banned it from their offices because they considered it a distraction. As the years passed they came to understand it and eventually they embraced it, mastered it, and required the use of it by everyone (imagine a colleague refusing to use a phone in your office).

Every organization has blind spots and, for most, social media is on that list. Yes, still. The ones who figure it out and run with it are the ones who work to fully understand it. There’s still a lot of time to get there.

Sociallogical will be announcing new workshops for businesses, non-profits, a new advanced course for developing social engagement strategies, and new webinars that you can join from wherever you are – all in early 2016 and delivered by our senior strategists and partners. If you’d like for us to notify you when these are announced let us know.


Whenever you share anything on social media, always try to have at least one person in mind who you think would appreciate it. Start with who. Start by identifying the one or two people you especially want to show this to.

When you have someone in mind you’ll know right away where is the best place to reach them, which hashtags they might enjoy, communities, groups etc. With someone in mind you’ll even know how to comment on what you are sharing because you know something about that person and you may even have a history of communicating to each other.

The Common Sense Social Media PolicyThis will do two things:

  1. It will allow you to share in a way that gets their attention and is most useful to them. If it gets their attention, other people with similar interests will also notice. Awesome.
  2. It adds a humanity to what you share that others can feel because when you’re talking to SOMEONE, you’re talking to THEM, not just the faceless masses.

It is an intentional practice that is more likely to result in a closer connection, which is really the point of media in the social genre.

As Jackie Johnstone put it in Why Being Human on Social Media Is the Best Strategy You’ll Ever Have:

“all social media is fundamentally about relationships and people connecting to people — not companies or brands”

Why? A Company Has to Know What Business It Is In.

Referring to Simon Sinek‘s statement that “products don’t create customer loyalty, a company’s core purpose does”, Terry O’Reilly adds that a company can’t articulate it’s elevator pitch unless it truly understands what business it is in. (this comes from a great podcast)

So when you are solid with the WHY you can more easily figure out the WHAT; content that you share to serve your purpose as a company.

But when you turn to your social networks to share your content, who is it for?

Here are a few examples of things we posted recently and who we had in mind when we did.

Example #1

Who I Thought Of

I thought of my wife – who doesn’t like to be shown things that are gruesome or horrific. Then I thought of my kids who may soon become drivers (although, so far they aren’t interested, thankfully). Then I realized that, while some people might find it pushy propaganda, others would appreciate having one more thing to remind the people they love of this important message, just like I did.

I didn’t mention my wife in the post but everything about how I shared it and set it up was with her in mind. It’s even on Youtube, a channel I know she loves.

Example #2

Feeling influenced by meme videos about kindness, giving and generosity (see below), so I am giving away a wedding photoshoot. Why not? Please help spread the word:

Posted by Kelly Lawson on Monday, April 27, 2015

Who She Thought Of

This is one of Kelly‘s posts showing one of her photo shoots. She was thinking of a few people when she shared this, not just one.

“At least once each season, someone who really values photography will ask me to photograph their wedding – and I really want to photograph their wedding! – but they can’t afford the rates that I and others charge for these big events. So I just wanted to give this away to someone like that.

“To people who appreciate photography, having their wedding captured well is VERY important. So when I was getting ready to share that post, each of these couples were popping in my mind. I knew I was probably too late for those people but I know how much each of them would have appreciated it and I figured others would too.”

Example #3

We had a really difficult winter in 2015 on the east coast. On an April day that felt a bit like Spring I got thinking about a friend/client who felt especially beaten by the season but was committed to start something new and great.

I just wanted to send a boost their way and figured that others feel the call to start back up and need a little boost in a positive direction as well.

It’s a simple message so I put it in a simple image and threw it on the network where I see this friend most; Instagram. I used hashtags that similar people use.

Do you have an example of a person you thought of when you shared a particular brand post?


Twitter isn’t hot anymore. But Twitter has been and continues to be the best training ground for good social media use and niche marketing and ignoring it as a business person is kind of irresponsible.

While Twitter has become noisy, it is instructional, powerful, and precise and continues to be the social network I recommend clients use if they are new to social networks or want to get better. I’d even go so far as to say that most of those we now recognize as “masters” of various social media started by mastering Twitter first.

Twitter will train you on how to communicate effectively online and here are a few reasons why:

4672165629_7c452c74ae_o1. Twitter will teach you how to get to the point. Because it still limits your posts to 140 characters, it will force you to consider the simplest, clearest way to say what you have to say – a skill that will be appreciated by readers of everything you share online. Occasionally I will hear people complain about this 140 character limit and my first thought is to think those people are probably well-served by that limitation.

2. Twitter reflects real-life communication better than any other social network. When we talk to someone in person, we rarely exchange essay-long thoughts back and forth. It’s usually a sentence or two at a time, exchanged as the interplay of a conversation unfolds. This is what Twitter is ideal for and what makes it a pleasure especially for people who love a good, public debate.

3. Twitter gives your public great insight into the brain behind the avatar. If you hope to become a “thought leader” in your field, Twitter is for you. Even though now shows pictures, videos, and animated gifs, the focus is still on the words and the message associated with it. If you want to know how someone really thinks and feels about a subject, listen to them on Twitter.

4. Twitter still rules the hashtag. Hashtags are an extra little bit of info and a way of organizing posts on a few other social networks but they are often ignored as non-essential anywhere but on Twitter. On Twitter they are vital filters that are heavily relied on to cut through the noise, gather the conversation, and give shape to communities.

5. Twitter is about “right now”.  Last year, while walking back to my office from lunch, we all noticed a collection of emergency vehicles congregating around the base of one of the towers in the city centre and a crowd of people evacuated from it. I asked a few people if they knew what was going on and no one knew. I checked Facebook – nothing. I checked Twitter and, sure enough, there were a few tweets from people in the building keeping everyone up to date for the past 15 minutes on what had happened and how it was developing.

Most mainstream news reporters now use Twitter the most to get the news out as soon as they are aware of it. The 6 o’clock news will collect the whole story for you, but Twitter is where reporters share what they discover live, as they are collecting the information first hand or from their valuable, qualified sources.

6. It’s VIRAL – Twitter messages spread the fastest. When an earthquake happened in Manhattan a few years ago, people in Upstate New York heard about it on Twitter 30 seconds before they felt it under their feet! That kind of speed doesn’t happen on other social networks and it is the main reason why Twitter is the social network of choice for events, conferences, and live discussion.

7. Twitter reflects the entire social web. It has become a news feed where a lot of what is posted to other social networks is automatically re-posted. Smart social media users setup their accounts or use tools like to make sure that what they post to Instagram or Google+ automatically gets reposted to Twitter. It’s like a repository of most things across the social web. It’s also still the main channel that analytics tools listen to so that businesses don’t miss important conversations online.

  • Twitter makes you better at providing value, showing respect, and getting to the point.
  • It turns up the volume and speed of communications.
  • It is as public as it gets and that keeps people honest.
  • It is the most potent channel for building and destroying reputations.

Turning up the volume and making things public is a problem if it invades your personal life. But the pace and intensity of business has increased because of social media, and we all know that. Twitter will help you keep up. If you can master growing and staying in touch with a network of people on Twitter you’ll find it a lot easier on the other networks.

Do you use Twitter? Why or why not?


The information overload courtesy of the internet has baffled a lot of us. Everyone now has blind spots as there is too much knowledge for any one person to master. And so, when it comes to social media and what a business should do with it, very few know what they need, who can provide it, and how much it should cost. It’s too new.

If you need to have your taxes done you know to hire an accountant, how to choose one, and generally how much that service will cost you. Not so with social media.measurely-content-stats

Last year over 181,000 people claimed to be social media experts on Twitter alone. There are now so many social networks, sharing apps, and – most baffling for business – data producing products (analytics) that companies think any social media product you name is the one they need. Analytics, measuring, monitoring, listening, engagement and optimization are amoung the buzzwords that so many use and it is often confusing and can take us away from the universal business pursuit:

growing the number of people who care about and buy our product.

Two of those buzzwords are standouts, Measuring and Monitoring, and I am going to do my best to explain the difference…

Social Media Monitoring

Hootsuite, CrimsonHexagon, Salesforce (of the Radian6 variety), Synthesio, Meltwater and more are tools that make it easy to listen to what is being shared on social media. To varying degrees of effectiveness, they can make sure that no one ever talks about your brand, or a particular topic, without you knowing about it and able to participate. That is what social media monitoring is.

Of the known buzzwords, monitoring involves listening, engaging, and in some ways optimizing. You need to hear what people are saying and join them in conversation before they lose interest and setting yourself up to listen in the right places certainly falls into the optimization camp.

Things get a little complicated because these monitoring tools often offer lots of useful data (analytics) that a business can use. They might tell you how many clicks happened, how many times your stuff was shared and many other useful pieces of information that you can act on.

What social media monitoring doesn’t do is connect the dots to the business outcomes that you care about the most.

Social Media Measurement

If social media monitoring is about communications, measurement is about business strategy. footballTo the business people who want to sell their products or services, knowing how many people like your social media page or who shared your article the most falls short of the goal line and that’s usually the extent of what monitoring tools offer.

Social media measurement takes the information that these networks provide and they connect them to business outcomes that matter.

  • Of the people who shared our content, whose shares led to more sales of our product? We need to get to know those people.
  • Of all the content we shared last month, which stuff led to more sales of our product? We need to share more stuff like that.

This kind of information is what great strategies are built on. With this kind of information, a business can be efficient and focused with their social media strategy, spending money on content that will lead to sales and building relationships with people who can influence sales.

Who Cares?

Monitoring is of prime concern to people in a communication role and measurement is of greater importance to people in a business development capacity. Of course, having those parties work together strategically is ideal. Good monitoring feeds the measurements and keep everyone focused on what matters most. But hopefully this explanation makes it easier to know what tools you really need.

Do you know how social media is effecting the main business goals of your company?

gplusscreenshotkelly Obviously, most people just want to be connected with their friends online and aren’t that particular about the format of that connection. That means that most of the 1 billion active users on Facebook are fine with it, thank you very much. The same goes for the 240 million on LinkedIn, the 560 million on Twitter etc.

But some of us care about a richer media experience, safer, more private sharing methods, and easier discovery of great content by specific groups of people we care about. And – most important for business – we also want our the stuff we share to positively influence Google search results, which is still the number one way that the world discovers new things.

For those of us, Google+ is a better social channel with the very best mobile app of all social networks, but it’s missing an essential ingredient: the friend network we have built on the other networks, like Facebook, for most of a decade.

Google+ is a Replacement for Facebook

Google Plus is a powerful sharing network but, until most of our local and familiar peeps are there, we don’t think of it as very social. And really, in that sense, it’s not yet and may not be for a long time. giphy

However, because of how it’s built, I discover and share considerably more content and share it with specific private groups or people like my wife, my clients, my business community and, yes, the public.

Google+ encourages sharing in a way that no other network does and that makes it the best network to put at the centre of my sharing activity.

A Little App That Connects Your Networks

I know it’s not always cool to share the same content across all networks but, for small and medium-sized businesses who don’t have the resources to optimize for the nuanced differences between social networks, sometimes it is. More often now people are focusing on one network more than others and not taking fault with finding the same content in more than one place.

Following is an interview with the Founder of, Alois B?la ka, on why he wanted to share to all from his one favourite network and how it is meant to be used: is a simple online service that connects all of my major social networks and posts everything I share with the Public to Facebook, LinkedIn, Twitter and more. I can create a custom, automatic, re-sharing schedule for each network, manually reshare to specific networks with a simple hashtag protocol, or just have everything reshared a few minutes after I post it to Google+.

friendsplusme_sharechart (6)For now, I still use Buffer to schedule posts – except I only share to one account: Google+. I let take it from there.

Making Up For the Duplication

Once your content is on another channel you can always edit it a bit by asking a specific person on that channel a related question, tagging a few people, or adding or removing hashtags from the post. Most importantly, you’ll still get notified and pulled into conversations that emerge on a specific network.

So the origin of where you posted originally really doesn’t matter a whole lot. For the most part, I have abandoned Hootsuite for everything except listening. That kind of engagement is still important but getting the content on all networks in the first place has become a lot easier and Hootsuite is not our preferred method anymore.

I don’t expect everyone to jump on this but for those who already know the superior value of Google+, this simple little service makes it easy to make Plus the centre of your sharing activity without causing you to lose the social networks you’ve built elsewhere.

Do you think Google+ is important to your company yet? How are you using it?

The concept of a brand is abused as a marketing term, misused as a weapon to sell fear to businesses, and ignored as unimportant or secondary to the real goals of a business.

The emergence of social is reviving old issues that plague businesses everywhere and provide obstacles to clear direction and focus.


  • UX or User Experience is not the graphical interface on your software product, website, or blog. It is the actual experience a user has when they have contact with your product, people, and messages. Your users are sharing their experiences with your business. Are you listening and contributing to the brand they’re building for you.
  • Your logo is not your brand. It is a universally identifiable piece of it. Because social is a human relationship, your logo often isn’t even seen when people are talking about your company. We have all talked about companies and movements whose logos we have never seen. Get over it.
  • Business Development is not sales. Business development is the constant iteration of your product or service with your customer as the main input into what you become. You are solving their problems, no? It’s a lot easier to sell to the guy who helped build the product.

You feed it, you contribute to it, and you make your case for why people should see your brand the way you want it to be seen. But the “experiencer” of your brand decides what it is and they will share their interpretation of it.

Everyone in a business has a the responsibility of continually making the case for positive interpretations of the brand in line with the needs and goals of the consumer. Good brand building starts with open leadership inside and outside the company.


Jeff Roach

Jeff is our founder who is obsessed with culture change and connecting the people inside our client companies. Always learning and always teaching, lights turn on in Jeff

Chris London

Chris is our Sociallogical Learn leader and our Mentor of Mentors. As our first Community Manager Mentor (CMM), Chris leads the way in helping our clients and their teams understand and master the big shifts in business culture and supports our growing CMM Team.

Greg Fleet

Prior to joining the University of New Brunswick, Greg worked for over 14 years at Bell Northern Research (Nortel) in Ottawa as Senior User Experience Engineer within Design Interpretive.

Kelly Lawson

Kelly makes sure you are open for connections. Starting relationships is about being approachable, welcoming, and a potential friend. Online, that

Matt Reed

Web developer / enthusiast.

Sean McGrath

Web developer and Wordpress ninja.