Entrepreneurs and successful businesses know how important communications and technology are in our current market, but the most vocal are not necessarily the same thing (See Spiral of Silence). During MED Week, three representatives of minority-owned companies provided insight on social media and how it has allowed them to create a different kind of platform for communications and marketing.

The Hispanic Technology and Telecommunications Partnership’s Executive Director, Jason Llorenz, Esq., may have said it best: "Social media is both sexy and important. Where else can you see Wolf Blitzer right next to Kim Kardashian?" On Twitter you can not only follow celebrities and popular news anchors, but companies and groups that interest you. All of these people will appear next to each other in your Twitter feed.

Businesses are creating markets with small amounts of money, press releases are slowing down and communication is changing, said Llorenz. While sending mass emails to 1,000 people used to work, there is only a small percentage of people who now respond to the information; however, you may find that people are already discussing your product or industry on social media, and it’s easy to open a direct line of communication with them.

According to Llorenz, many people think that minorities may not be utilizing social media and Web-based communication, but they are in fact using it, even more so than other groups in America.

Black Enterprise’s Senior Vice President and Multimedia Editor-At-Large, Alfred Edmond, Jr., stated that there are many misconceptions and fears tied to social media, and the best way to combat them is to jump right in.

Edmond says that people try to use social media for the wrong reasons and may not be asking the right questions. “Can you have a thriving vision without it? Of course, but for how long and at what cost? What opportunities are you missing?”

Contractors, small businesses and even those seeking to raise support for a cause have nothing to lose from joining the various social media sites; however, those who ignore it may be ignoring customers. If a customer called you or walked into your store with a complaint, would you turn your back on them and walk away?

Where Do You Start?

The most common question businesses ask when it comes to social media is, "Where do we start?" Though some individuals will jump right in, create an account on every site and start to spread press releases and marketing messages, that will only result in a lack of followers.

Don’t broadcast or sell, but listen and serve. According to Llorenz, entrepreneurs who are using the services well are not flooding the feeds with marketing messages, but are listening, responding and getting a better understanding of what people want. After listening, only then you can reach out and create audiences. “You won’t get likes and followers by trying to sell, sell, sell. Listen, listen, listen,” said Llorenz.

Not only must you pay attention to what others are saying about your product, services or company, acting as a thought leader and engaging in relevant discussions are important steps on your path to becoming an industry thought leader.

SRB Communications’ Founder and CEO Sheila Brooks stated that “you have to figure out what is going to be the best use for you [and your company]. The power of social media is only as strong as your topic and company.”

When Brooks first hired someone to manage SRB's social media she asked, why the person was also tweeting about relevant industry content produced by other companies. Brooks realized that it was important to release information outside of your own, and talk about what others are talking about.

While Kim Kardashian can get away with tweeting just about herself, for regular users and companies, it pays to play nice with others and join ongoing conversations.

Innovation and Creating Jobs

In the past 15 years, the mobile application market went from nonexistent to a multi-million dollar market, and innovators are turning mobile communications and applications into businesses. Social media applications are just a few examples of what developers are able to create. Many of the initial social media applications came from third party developers, and were eventually acquired by Twitter or Facebook. Does this sound familiar? If you have an idea and can improve large company offerings it could potentially allow you to team with them.

Whether developers are using open-source data provided by the government to make information easier to consume or creating new ways to communicate during crisis situations, these innovators come from all cultures, races and nationalities. 

As noted by many of the federal agency representatives during MED Week, small businesses, innovation and job growth are key -- and the door is a relationship.