At the March Web Innovators Group meeting here in Boston, it really hit me how our engaging people on social networks, by sharing what we know and what we are doing in social media, has had an incredibly positive impact for SocialGrow’s brand awareness and recognition in the real-world.



I felt like everyone at the event had seen Jennie White’s “5 Startups Who Are Killing it on Twitter” article she had published earlier that day, so immediately recognized SocialGrow on my nametag and knew who I was. I can’t say I’ve ever experienced that before at an event. Everyone wanted to know more about our software application, and how we’re using Twitter to reach out to potential users. We all know how much easier it is to talk about your company, your brand, and your products with someone when they have read something about you online. Especially with a product that does something which hasn’t been done before, social media gives you real-time feedback to help you explain the unique value of your product in a way that traditional advertising cannot.



Jennie’s article was not our first online recognition, however, we’ve also been named one of MassHighTech’s “5 Startups You Should Follow”, and Microsoft’s global BizSpark Startup of the Day. SocialGrow’s participation in Microsoft’s BizSpark Startup program, has further enabled us to connect and engage with our potential users online.



So how can a tech startup, and for that matter, ANY new company use social networks and online social media marketing “introduce” themselves to their target customers and help those customers to understand their brand’s unique value?



1. Hire a great CMO, who is both strategic and hands-on. You need someone who deeply understands not just marketing in general, but social media marketing in particular. SocialGrow’s CMO Ken Herron started engaging potential users online months before we launched our Alpha release, and has steadily worked his way up Kent Huffman’s Systemic Marketing’s “Top CMOs on Twitter” list.



2. Freely and generously share your expertise in your blog posts, Twitter streams, Facebook Fan pages, comments on others peoples’ blog posts, and MeetUp groups. Don’t forget to take advantage of any PR opportunities you see at Peter Shankman’s HARO.



3. Share your content so as to maximize its SEO and potential for virality, by being sure to include keywords which will help people to find what you’ve written. Required reading for all of us how to increase the effectiveness of our inbound marketing efforts are: HubSpot, David Meerman Scott, and Dan Zarrella.



4. Share “link love” with the people who you believe to be the best in your field (as I did in tip number 3 above), and they may share it back with you through their tweets and posts.



5. Continually create and share quality content. On Twitter, post at least 3 times a day, and on your blog, post at least once a week.



6. Actively participate in in-person networking events, proactively seeking out and introducing yourself to the other participants. At the last LaunchCamp Boston event, I made it a point to seek out Jeff Cutler, Joselin Mane, and Jason Evanish. Don’t be afraid to sit in the front row, as I did in Scott Kirsner and Wade Roush’s session on PR.



7. Hire a great designer to visualize your brand’s identity. SocialGrow’s logo was designed to communicate the concept of healthy, positive growth, and we use it everywhere so people will instantly know when it’s us talking.



8. Finally, pay it forward. All new companies need help. If you can help a fellow startup with introductions, feedback, or simply being a good beta tester to help them to improve their product, then do it. You will not only make new friends, but learn things which will help your business along the way. Then when you need help yourself, and you will, you’ll have these people in your network. We all want to be successful!



Learn more about SocialGrow, and our milestones to date on our Crunchbase profile.



How have YOU used online social networking to increase your company’s brand awareness? I look forward to your comments!



- Marsh Sutherland

Boston, MA. — February 26, 2010 — SocialGrow Inc., a Microsoft BizSpark program member, today announced that it has launched the alpha release of its patents-pending SocialGrow Application at http://socialgrow.com. The SocialGrow Application automates the search and connection processes across multiple professional and personal social networks. The SocialGrow Application also helps social networks around the world to accelerate their membership growth. At launch, the SocialGrow Application is compatible with Facebook, LinkedIn, Twitter, and MySpace, with additional global and regional social networks being added throughout the month of March.



“By automating the process of inviting people to join users’ social networks, SocialGrow makes it easier to connect with people you don’t know and faster to connect with people you do,” said Marsh Sutherland, President of SocialGrow. “Facebook and LinkedIn users know the larger their relevant networks, the more people their professional and personal messages will reach.”



“SocialGrow simply allows Rec.fm to grow our customer base faster,” said John Appler, President of social recommendations website and 2010 SXSW Web Awards Finalist Rec.fm (http://rec.fm/video). “By quickly expanding the number of users creating and using our ‘high fidelity’ product recommendations, SocialGrow has also accelerated our revenue growth. We are very fortunate to be their first business customer.”



SocialGrow was recently named Microsoft BizSpark’s most promising “Start-Up of the Day”, and selected by MassHighTech (The Journal of New England Technology) as one of their “Five Start-Ups To Watch.” Additionally, SocialGrow’s Chief Marketing Officer Ken Herron was named one of the “Top 5 Chief Marketing Officers on Twitter” by Systemic Marketing for his use of Twitter on @SocialGrow (http://twitter.com/socialgrow).



Twitter-Friendly Quotes



Microsoft BizSpark @SocialGrow today announced the launch of the Alpha release of its software application at http://socialgrow.com.



“We make it easier to connect w/people you don’t know & faster to connect w/people you do” – @SocialGrow President @marshsutherland.



“@SocialGrow allows @recfm to grow our customer base faster” – @SocialGrow business customer and @recfm President @johnappler.



About SocialGrow



SocialGrow Inc. is a global social networking software, consulting, and professional services company. SocialGrow’s flagship software application helps individuals, small businesses, corporate enterprises, government agencies, academic organizations, and non-profit associations around the world to more quickly and easily grow their social networks. SocialGrow was founded in July 2009 by Marsh Sutherland, Ken Herron, and Charbel Elkhoury. SocialGrow’s mission is to help people realize the value of social networks. For more information, please visit the SocialGrow website at: http://socialgrow.com, and follow SocialGrow on Twitter at @SocialGrow (http://twitter.com/socialgrow).

Last night, people were talking about Twitter (people always seem to be talking about Twitter around me…), and a friend asked, “You have over 15,000 followers. Can you share the ’secret’ so I can do the same for my [start-up] company?”



He seemed a little disappointed when I told him there really isn’t a secret to engaging with people on Twitter. As many smart people have already said, you listen, you create, and you communicate. I took a look at his Twitter account, and gave him a list of steps I recommended he take to better engage with his target audience. Looking at the list again this morning, I wanted to write it up and share it with you [below].



Ken’s List of 10 Steps to Engaging Your Target Audience on Twitter



1. Look Hard at Your Twitter Handle

While you want your Twitter handle to be as short as possible [so it doesn't eat into the 140 characters when people retweet your posts], be sure that it strongly relates to the name you use in your marketing communications so that it not only helps your SEO, but immediately identifies your Twitter account for both existing and new customers.



2. Use Your Own Photo

While many people are more comfortable using their company’s logo than their own photo, keep in mind that on Twitter people are still engaging with other people, even if they are representing brands.



3. Design a FANTASTIC “Tweetback”

Your Twitter background is the place to showcase not only your company’s logo, but to clearly articulate your brand’s unique value, story, and contact information. Design (or have designed) a compelling, brand-appropriate background. Check out http://twitterbackgroundsgallery.com/ for ideas and inspiration. And don’t forget to include the specific call to action you want people to take!



4. Share, Don’t Spam

People seem to forget that Twitter is inbound marketing (http://blog.hubspot.com/), and not outbound marketing. Why would anyone want to follow a never-ending stream of sales pitches? Focus on tweeting valuable [preferably your own original] content which shares your brand-appropriate expertise of greatest interest to your target audience. Think about the 1 in 10 rule — limit your direct marketing pitches to no more than 1 out of every 10 of your tweets.



5. Think 120

Limit the length of your tweets to no more than 120 characters (less is obviously better). While Twitter’s limit is 140 characters, if you use all of them, you make it harder for people to retweet your posts with their comments. You should also be retweeting your followers’ best tweets, and ALWAYS thanking them by name when they retweet your tweets.



6. Tweet at Breakfast, Lunch, and Dinner

Tweet 3-5 times a day, throughout the day, minimally in the morning, at mid-day, and in the evening.



7. Use Multimedia

Think multimedia when you tweet. A mix of brand-appropriate photos, audio, and videos are more interesting for your followers than all text tweets.



8. Create Twitter Lists

Create brand-appropriate Twitter Lists to recognize and promote your followers.



9. Follow Great People

While you should obviously be following everyone who is talking about your company, your brands, and your products; you also want to follow people who are talking about your competitors, and the problems, needs, and wants your product or service solves. I have heard differing views on this, but as a company, I choose to follow back everyone [who's not a spammer, bot, or in a business inappropriate to my brand] who expresses an interest in SocialGrow.



10. Use the SocialGrow Application!

Following my own 1 in 10 rule, sign up now for the SocialGrow application at http://socialgrow.com! Launching soon, SocialGrow makes it easier to connect with people you don’t know, and faster to connect with people you do. Note that SocialGrow has a great consulting division should you need more help with using Twitter, effectively using other social networks, or creating an integrated social-media-inclusive marketing and communications strategy for your business or organization. Please feel free to contact me directly with your questions on ken.herron [@] socialgrow.com.

Between now and February 1, we will share selected mainstream and niche social networks with which SocialGrow will be compatible:



Note: Specific compatible social networks are subject to change without notice.



December 14: LinkedIn

With over 53 million members representing 170 industries in over 200 countries and territories, LinkedIn is an interconnected network of experienced professionals from around the world.



December 17: hi5

With over 50 million monthly visitors, hi5 is the world’s largest social entertainment destination.



December 21: Facebook

Millions of people use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.



December 28: Twitter

Twitter is a real-time short messaging service that works over multiple networks and devices. In countries around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from friends.



January 4: MySpace

MySpace empowers its global community to experience the internet through a social lens by integrating personal profiles, photos, videos, mobile, messaging, games, and the world’s largest music community.



January 11: Avatars United

Avatars United (AU) is a community for your virtual avatars. Register your avatar, upload your profile picture, write your biography and share some of your exploits in virtual worlds through pictures, videos, blogs, and more.



January 14: Orkut

Orkut’s social network can help you maintain existing relationships with pictures and messages, and establish new ones by reaching out to people you’ve never met before.



Los Angeles, CA. — November 17, 2009 — SocialGrow, a Microsoft BizSpark program member, today announced that it has opened registration for alpha users to test its first release of the SocialGrow Web and Mobile Phone Software Application. Developed on Windows Azure, SocialGrow’s Web and Mobile Phone Software Application will enable users to search for and connect with people online, both professionally and personally. Participants will be limited to the first 500 users who register on the SocialGrow website at: http://socialgrow.com.



“By leveraging Windows Azure and exciting new features in Windows 7 through the Microsoft BizSpark program, Social Grow was able to develop an application that automates the process of inviting people to join users’ online social networks,” said Marsh Sutherland, President of SocialGrow. “This makes it faster and easier for users to grow their connections across profile-based social networking websites such as Facebook, MySpace, and Twitter, and for users running Windows 7, sending an invitation to connect can be as quick and easy as highlighting the person’s e-mail address and right-clicking.”



“Windows Azure allows SocialGrow to be flexible and rapidly scale as it starts to build its customer base,” said Prashant Ketkar, senior director of product marketing for Windows Azure at Microsoft Corp. “Combined with reduced upfront hardware costs, Windows Azure lets SocialGrow developers focus their time on building innovative solutions instead of managing the underlying hardware infrastructure provisioning and scaling.”



SocialGrow was recently named the Microsoft BizSpark most promising “Start-Up of the Day”, and selected by MassHighTech (The Journal of New England Technology) as one of their “Five Start-Ups You Should Follow”. Additionally, SocialGrow’s Chief Marketing Officer Ken Herron was named one of the “Top 10 Chief Marketing Officers in North America” by Systemic Marketing for SocialGrow’s use of Twitter on @SocialGrow (http://twitter.com/socialgrow).

We, SocialGrow’s three co-founders, wanted to share with you our perspectives on an exciting and productive week.



Ken’s take (Ken is SocialGrow’s CMO):


“As a new company, you of course want as many potential users of your product to know about, and get excited about it. From the marketing perspective, participating was a great way for us to share with people who use online social networks that our new software automating the process of adding new connections to their networks is under development. Our participation allowed us to tap into the exciting new features of Windows 7, while reminding people who use Macs, Linux, and older versions of Windows that SocialGrow will work for them, too, just as it will on their iPhones, BlackBerries, Android phones, and other mobile phones which can access the internet. In short, our participation in Incubation Week was not only a great opportunity for our company to make our new product even better by leveraging Windows 7’s key features, but an opportunity to further share our story with people who otherwise might not have heard about us.”



Charbel’s take (Charbel is SocialGrow’s CTO):


“The Windows 7 development training at Microsoft was an incredible learning experience. We spent time on Windows 7’s key features, including: federated search, jump lists, accelerators, multi-touch support, and taskbar management as well as developing with SilverLight. SocialGrow users running WIndows 7 will be able to send an invitation to connect with someone simply by highlighting their e-mail address. Having the opportunity to work side-by-side with the very same software architects and developers who support Microsoft’s biggest enterprise customers enabled us to achieve unthinkable results in just a few days’ (and nights’!) time.”



Marsh’s take (Marsh is SocialGrow’s President):


“My expectation going into Microsoft BizSpark Incubation Week for Windows 7 was that we would have a few hours on the first day with a Microsoft advisor to help us architect the SocialGrow software to take advantage of Windows 7’s new features, who would then check in on our progress over the remainder of the week. I had no idea that our “advisor” would be one of Microsoft’s premier enterprise software architects, Rich Crane. Not only did Rich code our product alongside Charbel until one in the morning two nights in a row, but he also brought in two additional Microsoft software architects to do the same! Add in the Proteans offshore development team who coded around the clock, and it was an amazing team effort. I want to thank Rich and the MTC’s incredibly generous architects, developers, staff, and of course Microsoft itself for giving SocialGrow such an incredible jump start with our application development effort. And yes, my inner geek loved Silverlight’s cool-front end, just wait till you see it!”



Sign up now to receive SocialGrow’s blog updates via RSS and to follow SocialGrow on Twitter. Follow our story as we develop and roll out the first release of SocialGrow’s web and mobile phone software application to help you grow your professional and personal connections — faster and easier — on your online social networks.

Wiggio President Dana Lampert stated, “SocialGrow is providing Wiggio with real-time user feedback, and suggestions for new feature/functionality to improve the application and our service overall.” Lampert went on to say, “Wiggio was originally built to support collaboration among student teams in an academic environment, yet we’ve seen major adoption among small companies and non-profits. With SocialGrow as our beta commercial client, Wiggio will be able to quickly add features which support other startups and small businesses to collaborate effectively and work productively, regardless of team members’ physical locations.”



SocialGrow’s Sutherland further said “by using Wiggio to collaborate online, and keep one set of documents in a single repository, SocialGrow gives us the benefit of automated version control for all of our business documents. We simply cc: our Wiggio e-mail address to archive e-mails for future use. It could not be easier!”
Wiggio’s Lampert concluded by saying “Wiggio makes it easy for SocialGrow’s employees to keep each other up-to-date in real-time, without having to interrupt their work flows.”




About Wiggio

Wiggio is a group application software company. With over 200,000 users, the company’s software application allows group members to share and edit files, host free video meetings and conference calls, manage a group calendar, poll group members, post links, chat online and send mass text, voice and email messages to group members. Wiggio was created in January 2008 by Dana Lampert. Wiggio’s mission is to eliminate frustration, and enable groups to work effectively. For more information please visit http://wiggio.com.



About SocialGrow

SocialGrow is a software, consulting, and professional services company. SocialGrow’s flagship software application helps individuals, small businesses, large enterprises, governments, academia, and non-profit organizations to quickly and easily grow their online social networks. SocialGrow was founded in July 2009 by Marsh Sutherland, Ken Herron, and Charbel Elkhoury. SocialGrow’s mission is to help people realize the value of social networks. For more information please visit http://socialgrow.com.




Media contacts

Wiggio: Dana Lampert, dana [at] wiggio [dot] com

SocialGrow: Ken Herron, ken.herron [at] socialgrow [dot] com

Regardless of the state of the economy in general, or your local job market in particular, “the larger your network, the faster you will find a job.”  We have all heard this truism before, but did you know that the same rule also applies to your professional online social networks?  The more people you have in your professional online social networks, the faster you will find your next job.



Whether you’re a beginner just sitting down to create your profile on http://linkedin.com for the very first time, or a seasoned veteran with a dozen profiles on different mainstream and niche sites, here are six things you should do to leverage your professional online social networks to more quickly find your next job:



1.  Ask your http://linkedin.com connections who work for each of your target companies to write a recommendation for you.  Your connections may respond to your requests more quickly, if you first write a recommendation for them.



2.  When you submit your cover letter and resume on an internet job posting, send messages to your connections within the company to help you identify the hiring manager or HR contact.  Job postings on http://simplyhired.com and http://linkedin.com have this feature built-in, but you can do this for a job ad on any website where the company is named.



3.  Write a brief note introducing yourself to the hiring manager or HR contact letting them know you submitted for the job, and ask one of your connections within the company to forward it to him/her for you.



4.  If you are not able to reach out directly to the hiring manager or HR contact through one of your connections on http://linkedin.com, check to see which groups they belong to and join that particular group.  Most group members allow other members of the group to message them directly.  Also, joining relevant professional groups on http://linkedin.com, such as http://WebExecutives.org, is one more opportunity for you to expand your professional network.  Alternately, you can send the hiring manager or HR contact a LinkedIn InMail(TM).



5.  A heads up that if a contingency recruiter or their agency has already submitted you to the company as a candidate *or* if you submitted for the job on a recruiting agency’s own website, you should NOT contact the company’s hiring manager or HR contact directly, as it creates a serious conflict of interest which could get you ejected from the candidate review process.  Don’t miss out on job opportunities, or alienate recruiters and their agencies.



6.  Finally, be sure to use the SocialGrow web and mobile phone software application when it is released, to easily grow your connections on all of your professional and personal online social networks!



The “new normal” is that most of us will have more employers in our lifetime than did our parents, which means your next employer will likely not be your last employer.  Continuing to nurture and grow your online professional social networks, even after you have found your dream job, will accelerate your career growth for years to come!



- Marsh (President)

Azure will also have the ability to increase, on demand, the processing power during peak times. This will enable the SocialGrow web and mobile phone software application to be fast, *really* fast, no matter how many members are online.



Finally, Azure will offer us the ability to dynamically increase the storage space we need to scale the application to accommodate new users.



Microsoft’s Windows Azure platform will enable us to deliver a reliable, fast, and scalable application that SocialGrow’s members around the world can depend on to grow their online social networks.



- Charbel (CTO)

Boston’s Largest Network of Technology Investors, named after the city’s historic public meeting grounds, CommonAngels is a group of 75 leading private investors and several dozen limited partners in two co-investment funds. They have rich expertise in over 58 specific sectors and finance the region’s most innovative high-tech ventures with a focus on capital efficiency: Series A rounds of $500K-$5M with total capital less than $20M.



- Marsh (President)