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This last week I had to opportunity to sit down and interview The Rise to the Top star David Siteman Garland about some of the recurring trends in social media. Whether you’re new to the social media world, or are just looking for a way to improve your business and online presence, check out the advice David has provided.

Me: How did you get started with your TV show?

David: The idea was really born in a coffee shop and solved a problem I was having with my businesses. I had a couple of small startups and always wanted to pick the brains of people smarter than me on a variety of business topics. And I thought, crazily, wouldn’t it be cool to start a TV show based around business and marketing advice? And not just run-of-the-mill, but exciting, entertaining (and of course useful) advice.

So I took the backward approach. TV show first. With really no experience. I believe being naive can be your best asset many times in business. If I knew all the work it would take up front, I might have been scared away. But I was passionate and had a vision to really help people and do something I enjoyed.

From idea to reality was a quick story of hustle. The idea popped into my head August of 2008 and we were on TV in October 2008. I had always been a big one for relationship-building, so I called on people I knew and told them my idea. I asked for their honest opinion and if they liked it, could they nudge me in the right direction. Nudges turned into meetings with people who would give me five minutes to pitch the show. I kept pitching until it worked.

And I funded it myself because I wanted control. The money came from my savings (including all the way back to Bar Mitzvah money) and relationships with sponsors that I created from my previous startup (a hockey company).

The early days were absolutely crazy because I had to do everything: produce, write, sign advertisers, promote, etc. While it was stressful and probably almost gave me an ulcer, it also allowed me to fully learn the business.

Me: What are some of the tools to reach your audience online?

David:
Super actively: Facebook & Twitter
Passively: LinkedIn
Super actively: Other blogs/shows in my niche, guest posts, etc.
Karma

Me: If you had one piece of advice for small business owners, what would it be?

David: If you want to attract new customers, clients, etc. you have to become involved with online content. Either blogging, video and/or audio. And the key or the secret is to create it around a topic your customers will find interesting. Not about your product. Your product becomes the soft sell.

For example, let’s say you are a personal trainer. If you started creating a blog about how great you are why people need to sign up with you, nobody will care and you will look like a jerk. BUT, if you start creating short videos with fitness tips, health tips, etc. you know become a trusted resource who, oh by the way, has a product to sell.

There are three ways small business owners can get involved with online content:

1. Create it yourself.
2. DJ it. Meaning finding the best stuff on the web in your niche and sharing it with your customers and clients in a unique way (always put that unique spin on it).
3. Sponsor someone else creating content that reaches your target audience.

Me: Which social media platform do you get the most value out of and why?

David: This is hard so I’m going to say Twitter and Facebook for VERY different reasons.

Twitter because it is a great way to virtually meet someone with the same interests and might be interested in The Rise To The Top. It is a virtual cocktail party of millions of people.

Facebook because it deepens the relationship and becomes a lot more personal. Connecting on Facebook is more of a richer experience with photos, videos, personal updates, etc.

So, for me, Twitter is a handshake, intro and great place to interact. Facebook deepens relationships and furthers that interaction.

Me: How do companies and people balance participation and engagement with promoting products/discounts on social networking sites?

David: Here is the thing. If you are participating and engaging it is MORE than okay to promote. It is those that use it ONLY to promote who fail. If you focus on relationships and offering value, it is hard to be disliked on the sites.

But I would definitely do it as a ratio and error on the side of engagement. And if you are creating and sharing compelling content, of course you can slip in a little product love. However, I would recommend bringing people to your website via content and if they are there and like what you have to say, they are more likely going to buy.

Me: What advice would you give to people who are hesitant or who have not fully embraced social media?

David: On the business side, I would ask them where their customers are. And the bottom line is they are online and becoming more and more social. It isn’t just the kids anymore that get their info and spend time interacting online. It is all demographics. And if your customers are there, shouldn’t you be too? It is sure a whole heck of a lot better to spend a bunch of money on advertising to reach the 2% of people interested in you. Now you can reach just those 2% and have a one-on-one conversation with the cost being your time and caring.

Me: How do you think social media has changed consumers expectations about marketing?

David: It has completely changed the game in many ways, but here are two.

1. Marketing used to be confined to really tight, controlled messages: 30-second ads, print ads, banners ads for example. Through spokespeople and other BS. People are smarter than that. People want brands to be responsive, interactive and not confined to a pre-determined BS message. Every day consumers are expecting more. If they have a complaint and voice it via Twitter, they expect it to be answered. If someone puts up a video about a company, they expect a response. The ad agencies don’t control marketing anymore. The consumers do. And the brands that actually care and interact will meet the expectations. Those that run and hide are screwed.

2. Pre-social media word-of-mouth marketing was limited to as many people as you could tell. Perhaps on the phone. Or at a cocktail party. Or in person. Now, social media allows for one consumer to tell hundreds, thousands, etc. Everyone matters. And consumers expect to be treated like they matter. Not a part of numbers game. Personal interaction matters. An authentic face with a business matters.

Me: What do you think is the biggest challenge brands face when trying to become more social?

David: Patience and experimenting. Marketing used to be very controlled. And becoming social is not like switching on a light. It takes time. It takes practice. It takes genuine caring. And it takes approaching the social world like a lab. Some things will work. Some things won’t. Try them all.

Be sure to check out David on The Rise to the Top daily for information about building your brand and your business!

Related posts:

1. Interview with Digital Strategist Marc Meyer
2. Mobile Email Marketing On The Rise
3. Interview with Sukhjit Ghag- Sony
4. Social Sales
5. How Do You Bring People To Your Community?