At #140conf Ontario 2011 (September 15, 2011), a panel of small women business owners was convened (“Social Media & Small Biz: Secret Weapon or Distraction?“) who shared with themselves and the audience their business-related social media experiences, lessons they’ve learned along the way and how they strike a balance between their personal lives and their social media “personae.”
The moderator was Julie Cole (@JulieCole) of Mabel’s Labels (http://www.mabelslables.com) a company that makes dishwasher, laundry and microwave-safe labels for the stuff kids lose.

Julie Cole: We have three participants on our panel today. Alexandria Durrell (@clippo) is from Clippo, a cool accessories company that sells thumb clips—in fact, this lanyard is made by Clippo. She is also founder of so-connected, which is a social media company that reaches out to other companies so that they can connect to their online audience (http://www.clippo.ca/ and http://www.soconnected.ca/).
Stephanie Tanner works locally here in Ontario, and she has a company called The Little Mushroom Catering Company (http://www.littlemushroomcatering.com/) and her handle is @CateringFungi. Remarkably, she doesn’t like mushrooms. She’s been in business since 2010 and has no other marketing plan other than using social media.
Debbie Cornelius from Wee Piggies (@WeePiggiesDebbi) has been in business since 2001. She has a company that has a unique way of framing LifeCasts of children’s footprints and handprints, along with their photos. She has about 60 franchisees and affiliates all over the world.
Debbie Cornelius: Julie, I feel like I’m on The Dating Game! [Laughter.]
Julie Cole: I thought I would start by talking about Clippo, because Alex once said to me that social media has changed every facet of her life in every way possible. I would love for you to talk about how social media has affected your business and maybe how it has changed over the years.

Alexandria Durrell: I started Clippo about five years ago [2006] and like a lot of companies that a Mom starts at home, I was on maternity leave with my daughter. I decided to do a craft. I made some hairclips because, honestly, I was too cheap to buy them. I can’t tell anybody that I invented it, I can’t tell anybody that it was a ‘genius idea.’ I couldn’t find anything on the market. So I just took an idea and made it my own. The girls on the web community of which I was a member were pivotal in making that company a success. In the beginning, especially, I said, ‘I made these for my daughtery, and aren’t they cute?’ And they said, ‘I want something like that for my daughter Jenny,’ and my girlfriend wanted it for her daughter too. And the kids took them to school with them and then somebody said, ‘I was shopping in my favorite store, and I showed them your clips, and they want to carry them.’
And so it was from this community where I had built friendships and many of the girls I had never met in my life. They were just these people—random Moms and girls across Canada, who took my company and appreciated the relationship that I had with them and threw it out there across the country.
Within about three months, I wasn’t working. I had taken on this tiny craft. And all of a sudden we had 50 stores across Canada that was asking to stock the product line. It kind of blew me away that a lot of these people who were virtual strangers and those I had considered friends on the Internet had taken my company and made it a success for me.
I then built relationships on Twitter. At first, it was a totally different environment. I didn’t know how to build those relationships, but my sales tripled by being in a different community. It just sort of blew me away that the people with whom I built these relationships online—and a lot of times I don’t meet them until I come to events like the 140 Characters Conference—knew my company and took it and made it a success so that I could have a successful business and I can stay home with my kids and do the fun things that I want to do because of an online-only relationship with these people.
Julie Cole: When you have a small business, we often talk about the conflict between the voice of your business and your own personal voice. I knew everybody on the panel has some experience with that struggle and I’ve had it too. Now, I thought that Debbie could talk a bit about, well, when you’re speaking for your brand and you’re also speaking for yourself, you have to recognize that conflict and find a balance. You have to remember that you have customers who are online and at the end of the day you want your customers to be happy with you, and you want them to buy your product. But at the same time you need to hold onto your authentic voice. That can be a struggle. But I’m actually fascinated by Debbie and this whole franchise thing, because what I would find a huge struggle would be all of these people talking about my brand. What is their right? They are franchisees, so they should have a voice to the brand, but what if it’s not consistent with mine? What if they go wildly ‘off brand’ and one ends up looking like an idiot or feeling unhappy about where it’s going.
So, Debbie, how do you manage all of the franchisees and their voices with your voice and how that fits in with your brand?

Debbie Cornelius: That’s a good question, Julie. We have implemented recently a really strong Facebook plan. So what we do is, we have a Facebook page that we implement, and they have to do all of our graphics, such as our banners, and the branding has to be the same with everybody. The branding has to be the same across the country, so if you go on Vancouver or Nova Scotia, it’s exactly the same brand. However, I do believe that customers will only buy from you if they know and trust you. So our franchisees also have to have a voice of their own. We let them connect with their customers and do contests, and there are also kinds of ways through Facebook that they’re able to do that. We will encourage them to put their personality into it, but it is a struggle, keeping that brand as well as getting their individual personalities out there. But it works really well.
Julie Cole: I guess that’s just one of those everyday risks. You just don’t know—what if somebody says something that makes you go into damage control. That is a risk of having many voices. I know at Mabels Labels we really encourage all of our employees to tweet and to have an online presence and we’re really happy about that, but at the same time if they’re going to tweet about Mabels, then they have to be consistent regarding our core values in their tweets. If they don’t want to tweet about Mabels then they can just go off and tweet their own thing, and that’s a little bit of a way that we try to manage it.
About the whole thing with ‘personal opinions.’ I know that Alex has had some interesting issues, experiences and lessons learned.
Alexandria Durrell: I don’t have any personal opinions that I share, ever! [Laughter.]
Julie Cole: Yeah, she’s very closed [chuckle]. So maybe you could share some of the things you’ve learned about how much information as a business owner you should share online.
Alexandria Durrell: I think I personally cross the line a lot—pretty much daily. The benefit to me is that I own my own company, so if something bad happens I get to pay for that all on my own, which sometimes it does. And sometimes I do offend people, but it’s never my intention to do so. I’ve been involved in different kinds of social media for about 10 years. I had a blog that was very popular, and in that community where it was very successful, I learned very quickly what it was like to build an “authentic personality” as opposed to just a personality. So when I show up at an event and somebody says to me, ‘You’re exactly the person I thought you’d be,’ I really try to reflect that, and I try to give an authentic voice, especially because I have such a small company, because when you’re sharing a personal opinion, there is a fine line. I could say something about a food I don’t agree with, or a product that I don’t agree with for washing my kids’ hair, and somebody gets offended. At that point I know I’ve crossed the line and I’m very open to apologizing and have done so. I also think that it makes you take a step back and sort of choose the hot topics.
Of course, there are some things that I just don’t discuss. You have to draw the line somewhere. It can be personal. I personally discuss my family and children. They’re too young to make a decision for themselves. My husband is fine with me talking about him; he active on Twitter as well. But there some things that we won’t discuss. For example, we won’t discuss some of the personal values that we have or opinions regarding politics. We don’t generally talk about politics and religion and those kinds of things. I find them ‘hot button’ topics. Those aren’t things that I’ll put out there. I’ve learned. I’ve had many a ‘DM’ [Direct Message tweet] where I’m getting smacked around behind the scenes for expressing opinions. There are some that I’ll stand up for, and others that I wouldn’t. I don’t really know how I would handle having other people tweeting for my brand. I don’t think I could handle it. It’s a control freak thing. I just scares me that somebody would come out there and just say something that I would find outrageously offensive. I would just shrivel and die.
Debbie Cornelius: We only have a couple of our girls who are on Twitter. Thus far we’re big on Facebook, which works for us. And they can connect with their customers. So I don’t really see how the franchisees can help being on Twitter at this point. Others talk a lot about that, so they’re going to try to convince me [laughter]. But that is always a concern of mine. A huge concern.
Alexandria Durrell: Yeah I like to keep that control.
Julie Cole: I fell that for me in a lot of ways I have kept my personality there without hitting really tough stuff. I think people sort of know how I feel about topics. But I’ll leave the really tough stuff to Annie [laughter]. I mean, I’ve got to sell labels, right? [Laughter.]
But it’s interesting. For our businesses which are online, we do have a wide reach. And for Stephanie Tanner, she has a local company. She has a local catering company. And many people would argue that say, for Mabel’s, because we’re not one company in that we can have customers all over the world. It’s worth engaging with someone in North Carolina a) because it’s fun, and b) because I might sell them some labels eventually. But that’s not the case for Stephanie. So some might argue that the local or regional businesses don’t get as much value out of Twitter or social media in general, for that matter. And I wonder, Stephie, how you feel about that? As a local business, how are you the same or different to sort of wider ranging businesses that have a wider audience.

Stephanie Tanner: I find that most of the people who I follow tend to be local and I actually ‘do that thing’ where I’ll take a look at some people on Twitter in this room and I will poach their ‘KW Awesome Lists’ [Editor’s Note: The KW Awesome Foundation’s board of trustees each month hears pitches about ‘awesome ideas’ and then awards $1000 to the best idea. A second, $200 prize is awarded to the ‘people’s choice’ voted on by the audience.] and I start following people who I didn’t know were on Twitter but I now know that they’re local, and then hope that they follow me in return. I would say that the majority of the people who follow me are local. There is a huge Twitter presence here in Kitchener, Waterloo, Cambridge, etc.
Julie Cole: Yeah, we’ve noticed! Do you follow people by their geographic area?
Stephanie Tanner: I do. I tend to follow a lot more local people. There are a couple of celebrities I follow too, like Rick Mercer. I’m going to see a taping of his show on Friday. Yeah, there are a couple of celebrities. Then there’s a lot of people throughout Ontario who I’ve met at different events. There are people—such as many of you people here today—who come to events here in KW. Thank you very much for making the trek! And we’ll follow them. But they know other people who are in KW and there is still that referral of business that way.
Julie Cole: It’s that the whole of social media brings word of mouth online, right? It’s a vehicle for that. Now, your business is only a year old, so this whole social media piece is fairly new to you, as it running a business and all the other fun stuff that goes along with that.
I met Debbie probably seven or eight years ago. It was around the first of Momentrepreneur’s Savvy Mom Entrepreneur of the Year Awards [http://momentrepreneur.savvymom.ca/]. Anyway, interestingly, I was feeling like, ‘Huh? Where did that Debbie go? Where is she?’ Because she seemed to disappear after that. And then Facebook was out, and Twitter was out, and I never saw Debbie. And then, finally, it seemed like fairly recently, up pops @WeePeegiesDebbi and I said, ‘There she is!’ So, Debbie, I’m fascinated. Why so late to the party? [Laughter.] And what was it that made you go, ‘Aha!’ What made you finally ‘drink the Kool-Aid’? [Laughter.]
Debbie Cornelius: Well put, Julie! Yeah, what a great community. This has been fabulous! What happened was, I started my business Wee Piggies 10 years ago and in terms of social media we didn’t have the tools we have now, but I did all of the same fundamentals. So we grew our franchise based on connecting with people and the exact same principles of social media, but we did not actually have the tools. It wasn’t until I read a book by Scott Stratton [UnMarketing: Stop Marketing. Start Engaging, 2010] and it was kind of my epiphany, and I went ‘Oh my gosh, these are all the strategies that I’ve used for the past 10 years.’ They work so well! In the 10 years, we’ve actually not paid a dime for advertising and for the first couple of years we were one of the fastest-growing franchises in Canada. It worked out really well.
So I suddenly said, ‘Okay, my franchisees should be using social media.’ During my ‘BS’ or ‘Before Scott’ era—
Julie Cole: Oh, his head’s not going to fit through this door! [Laughter.] Don’t retweet that, anyone!
Debbie Cornelius: In any case, during that first era, I sent all of my girls a message which read, ‘You should be on Facebook.’ So they said okay and they did their own thing. I really didn’t have the direction to give them, so it was really disastrous. Some people picked it up and did really well, but in the case of others, well, we got an email from one of our girls and—now consider that we have a tight community—so one email she sent to the other 58 girls read, ‘I’m literally on the floor, crying, because I can’t figure out Facebook.’ Oh my gosh. So that ‘aha’ moment happened and Scott Stratton’s book happened, and everything kind of came together for me. I said, ‘Absolutely! We need to be in social media! All of my franchisees need to be on Facebook.’ That’s when we implemented the whole plan. I got involved in Twitter. I saw Julie about two weeks ago and she asked me, ‘Where have you been?’ Well, I had been back at home running the business. It’s working really well.
Each of our franchisees has a Facebook page. We encourage them to go on. It’s actually written into our franchise agreement. We have three pages right in our contract stipulating that they must participate in social media.
Julie Cole: Did they put any pressure on you? Did you experience any demands made on you from the franchisees about social media? Have they asked you things like, ‘Dude, where are we?’ Or not so much?
Debbie Cornelius: They love the direction. And now that they have all of this direction, all of the people who were lost now love it. I get emails every day, saying ‘This is fabulous, thank you.’ I have a team of people who know what they’re doing. We do our own graphics and all the back-end stuff, and they make me the admin for their pages. So we have 58 people who have the same page, the same branding and then we still let them have a voice, and they still connect with the customers. So they’re loving it. Mind you, we still have a couple of franchisees who don’t believe in Facebook, so they give me a hard time, and they say, ‘We don’t allow our daughter on it. I’m not going to go on it for business.’ But, you know what? They are learning through the other franchisees that it costs next to nothing—you guys all know that—it’s more effective, and it’s giving them more time to get home with their kids, because that’s what our franchisees do: They work at home. So, it’s winning. It’s doing really well for them.
Julie Cole: Okay, let’s talk for a minute about balance. Alex and I were having a little laugh before we came out here, because we were sharing how many tweets we’ve both done. She tweets a lot. I’m at 7,000, she’s at something like 60,000. Now, how do you deal with your social media and also get your taxes filed in time? Do you closet tweet?
Alexandria Durrell: No, I don’t closet tweet. My husband is addicted. It doesn’t matter. In fact, when my kids get up in the morning, well, here’s a hot button you can tweet about: We ‘co-sleep,’ so when my children get up out of bed, we’re there too, and they bring my Blackberry. They come to my husband with his glasses, and my son says, ‘Eyes!’ and puts the glasses on his face and brings him his watch and brings me a Blackberry. Yes, I carry a Blackberry. I tweet a lot. I tweet personal things. I tweet business things. There’s definitely a problem. I find that if my Blackberry and I’m focusing on work, I actually have to physically restrain myself from paying attention to twitter at times.
Julie Cole: So you have put strategies in place so you can get other work done.
Alexandria Durrell: Absolutely. At times, it’s for fun. And it’s great. And when I’m sitting down and watching TV, I’ve always been the kind of person who does multiple things at a time, so for me, twitter works. Whether I’m at the computer and I send off a tweet while I’m filling out a document or something like that, it’s fine. I used to read and do other things at the same time. I used to watch TV and do cross-stitching or knitting and things like that. So, for me, having twitter available fills the void when I’m sitting and doing other things. I put it down when I’m sitting at the table with my kids. I put it down to play with my kids. I have to force myself to do those things. But it became an addition. So, yes, in my day, when I wake up, I may come on and say hello, and then I have a couple of hours when I work. Being the only person who does most things pretty much for Clippo, other than the manufacturing side—thank goodness I don’t have to do that because it would never get done—it has to be regimented into my day, because Twitter has become such a part of my life, as has Facebook-ing and being active on social media and talking to the girls on web boards and that kind of stuff. So, yes.
Julie Cole: And really, talking about community, many small business owners are working from home. They’re working alone, and without things like Twitter and Facebook, it can be a very, very isolating experience. So obviously, I’m preaching to the choir here.
Alexandria Durrell: I found that too. That’s a really interesting point itself, actually. The isolation of working at home. I’m sure it’s very difficult and I’m sure there’s a lot of people here who know that. When you run your own business and you’re at home, you are that sole person there, and I sit literally in my house, by myself, when the kids are at school or with a caregiver. I’m alone and I don’t have that boss telling me to do anything, and I don’t have that pressure where, if you don’t eat from 12:00 to 1:00 pm, something else isn’t going to happen. I answer to myself, so there’s nothing else stopping me from goofing off from an entire day, except that I wake up the next day and the work is still there waiting to be done. So, it gives me the feedback that I need too, when I’m talking about business, because I’ve sent stuff out and I’ve said, ‘You know, I can’t find a packaging solution and…’
Julie Cole: It’s absolutely brilliant. You get your research done in one tweet. Stephanie, what about you? You’ve got a catering company, so you’re on your feet chopping up mushrooms that you won’t eat, you know, so how do you fit in your screen time when you’re being so physically busy and demanding.
Stephanie Tanner: I tend not to tweet when I’m in the kitchen, just for sanitary reasons. [Laughter.]
Julie Cole: Fire her! [Laughter.]
Stephanie Tanner: Every once in a while when I’m making sauces or chutneys or something, I’ll tweet little pictures of it, just to get your mouth watering. Twitter has definitely c hanged my life and sort of has taken over things since last year. My five year old was introducing me to another Mom, and said, ‘This is my Mommy. She works for Little Mushroom Catering—and Twitter.’ [Laughter.] Not quite, honey, but yeah. And so it’s been one of those things where Twitter, Facebook, LinkedIn, and all those other social media things in which I participate are now part of my daily routine. And so when I get up in the morning I check my tweets, I check my emails, and so forth. Throughout the day, if I’m standing in line at a grocery store, you can bet that I’m on twitter.
Julie Cole: All of you, thank you very much!
Clearly, as is the case with any communications technology, social media can be both a distraction and a secret weapon in the arsenal of any small business, depending on the skill and knowledge of those who work with it. Some small businesses seem to be more savvy with regards to social media than many global bureaucratic behemoths, but even that is starting to change.
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Richard Grigonis (@EditStateofNow) is Editor-in-Chief of Jeff Pulver’s State of NOW / #140conf community website.