I recently read an article about how the social media and PR universe are much like a small town and it resonated with me. IF you are not from a small town, defined as less than 10,000, then perhaps you will not see the connection I do. The social media universe is very much like a small town in that what everyone is trying to do is build a community. Small towns have so many wonderful traits, but they also have some that can be a bit unnerving at times.
I am from Lost Nation, Ia. In its heyday it topped out at 900. I was in the last graduating class as we only had 23 students in my senior class. Believe me, you know everyone and they know you. Some of the similarities that I see between a small town and social community are:
Growing up in a small town, you know almost everyone. They also know everything about you. This transparency is good in many ways, but you are reminded that “word gets around” and the community can quickly learn the bad things someone says or does. Likewise, a company partaking in social media needs to be prepared for customers seeing its dirty laundry along with the good.
In a small town, everyone looks after one another, even if you don’t care that much for each other. There is a bond with communities. I think it is kinda like having a brother or sister. I am an only child and it has always amazed me how my two sons could be picking at each other one minute, but when someone says something or does something against the other they stand together the next minute. Social communities are very similar in this way. The political community is a prime example.
In either a literal or virtual community, you are welcome to join, because we are curious about you. The cost of admission is cheap, especially if you help another member. You are gradually accepted. No matter if you’re considered a “newbie” (even after belonging somewhere for 10 years), you’re still a part of the gang.
However, the thing with gangs is that betrayal is costly. Same with a small town or a virtual community. Betray the group and know that forgiveness comes slowly. Trust is imperative. Companies and organizations need to heed this warning. If a mistake is made, at least own up right away and correct it so everyone can move on.
Ultimately, I think what we are all searching for is a sense of belonging. To belong, one knows your name, your first name. You are not a “Dear Card Holder” or a Sir or Ma’am. Anyone in business, social organizations or school, you need to remember that. We are not faceless beings. We have names. My name is Shelby, I am still from a small town, working in a small city, with two teenage boys and even though my demographics might be interesting to you, my psychographics might be even more so – pay attention.
Remember to connect with folks and create the community you want. We might not all be right for yours, but I bet there are many who are perfect.
Henry Russell Bruce (HRB) took home 10 ADDY awards at the annual American Advertising Federation dinner on Feb. 18.
If you and your clients are interested in applying search engine optimization (
Last Friday HRB held a bake sale fundraiser for United Way of Cedar Rapids alongside building neighbors OPN Architects and Robert W. Baird and Co. The goal of the fundraiser was to raise $500.00 in three short hours. We’re pleased to announce that we surpassed this goal and raised a total of $671.65!
Got a sweet tooth? Need an excuse to get out of the office?
As we head into the last quarter of 2010, the clock is ticking down on your annual 
Unlike most companies during a recession, HRB is focusing on teaching rather than selling.
