Prospective entrepreneurs face countless challenges in starting a business, and many are looking toward social media to make their ventures a success rather than a bust.
Ken Colburn, founder of national computer-repair franchise Data Doctors, spoke to business students Tuesday about the benefits of social media.
“If you’re up to speed on these things that decision makers don’t know how to do — and you know how to talk their language — you’re going to stand out from your cohorts,” Colburn said to students gathered in the Memorial Union’s Changemaker Central meeting room. “You’ve got to be cognizant of that right now.”
As an entrepreneur himself, Colburn developed Data Doctors as a side project while working in a computer store. There are currently 40 locations in 10 different states, all of which utilize social media in some capacity.
Colburn said the strategy to get to know social media is to look at people in a particular field and emulate some of their behaviors.
Colburn used examples like Twitter and LinkedIn to show how to professionally connect with their target audiences.
He stressed each component of social media. Colburn said each social network can be associated with one word: LinkedIn and “connection,” Facebook and “engagement” and Twitter is for “ignition.”
Colburn also said companies don’t just look at resumes anymore. A candidate’s worth can now be determined by a simple Google search.
Colburn said tweets, status updates and blogs have replaced the tradition way of communicating — talking.
Charles Goffnett, co-owner of T-shirt company Brand X on Mill Avenue, said social media has helped his company become more connected with the local community.
Goffnett said Brand X is now known as the “social T-shirt company.”
Goffnett said his online store continues to develop Brand X’s online persona and Goffnett uses Twitter and Facebook to create conversations and connections to showcase the brand’s soul.
“I think social media is designed to be as a branding tool,” he said. “It’s a way to maintain the company’s brand and Brand X calls it soul.”
Business professor and Director of Entrepreneurial Initiatives Sidnee Peck said events like this help her students realize the importance of conserving funds when they’re working under a tight budget.
Tuesday’s presentation was part of Peck’s Management Entrepreneur and Value Creation class.
“Marketing is expensive, and social media is typically free,” she said. “And when you’re in start-up mode, you need to do everything that you can that’s free.”
After the presentation was finished, senior business student Tyler Knochel began working on his Twitter account to increase his online content and presence.
Knochel said social media works in his favor to build a production company for nonprofit organizations.
“My service would actually be thriving off of social media,” Knochel said. “It’s a huge market, and it’s a huge way to advertise for things like missions and nonprofit organizations that need support.”
Reach the reporter at uvitkovs@asu.edu.
