This is the second in a new series of interviews with local leaders in the social media and technology industry that will be featured on Social Mediarology. Today’s interview is with Kyle Lacy of Brandswag, a social media training company based in Indianapolis and Oklahoma City.Brandswag – KyleLacy.com 765.610.5965 @KylePLacy @Brandswag
Kyle Lacy – Brandswag
Kyle Lacy started Brandswag in June, 2007 with his college roommate. They started out as an identity design firm for website development and as of November, 2009, they moved into corporate training and development for social media. They work with companies with between 100 and 2,000 employees and train HR, Marketing, Sales, IT, Upper Management and other departments on the importance of social media as well as why and how to use social media. In short, they teach mid-to large sized companies how to use and implement social media.
Why social media?
One, we’ve been using it for a long time. Facebook started while we were in college. We also saw a niche that we could brand in terms of being young, and we took advantage of it. I like how social media gives a voice to the consumer instead of the other way around, but we also saw a great opportunity and we jumped headfirst into it. Initially it was difficult, because people didn’t understand the concept, they didn’t understand why it mattered, but it’s getting better now and more and more people are wanting to learn about everything.
What are some next steps for DMOs in social media?
It’s not about creating profiles, it’s about figuring out where your customers are. I’ve had conversations with people where I’ve told them, “Don’t you dare go and create a [Facebook] fan page, there’s no reason for you to do it”. I think the biggest problem that we have right now is that organizations look at social and think it’s a completely separate entity from everything else. They have their marketing meeting and then they have their social media meeting, which is stupid because social is just another arm of marketing. It’s a communications platform. There’s no difference between it and direct mail, email marketing, they should all coexist with social and vice-versa.
What I would tell people is if you make a Facebook fan page, you’d better figure out if it’s making you revenue. If, after six months, it’s not making you revenue, you’re either not doing it right or you need to get rid of it. It’s cool to have the social media hype, but we’re not going to get to the past the point of just hype until people make sure this is a viable marketing platform for them. It will be a whole lot easier for everyone if they start measuring their social media initiatives.