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Recent Interviews
Lindsey C. Holmes, Entrepreneur of the Week
Lindsey C. Holmes, Entrepreneur of the Week
A Washington, D.C., native who attended Sarah Lawrence College and now lives in Newark, New
Jersey, Holmes runs LCH Business, which has offices in New York and the nation's capital. Want to
learn more about her? She is, naturally, an avid user of social media; you can find her on Facebook,
Twitter and the LCH house blog. (She's not an absolutist, though. "If you don't have much to say,
don't say much," she observes. "Your online content should be quality.") She'll have plenty to say,
however, as a featured speaker at the NAACP's Leadership 500 Summit in Miami, a four-day event
that begins May 26.
As for her (newest) chosen field? She's bullish on social media's benefits for small businesses.
"Going to work, I never know what I'll learn, and sometimes I have to create the solutions because
they don't exist," she says. "I love being in a field that will forever affect how companies market to and
communicate with their audience. That's powerful."
•••
Within the last few years, you made a major career shift from real estate, in which you'd been
very successful, to social media. How did that come about?
At the height of the real-estate crash, I prayed for a career that would be both sustaining and fulfilling.
I had discovered social-media marketing while running my real-estate brokerage. I was a young
broker in New York City at 24 years old, and I didn't have the marketing budget of more established
firms. I would post listings on Facebook, blog about best practices for buyers and other professionals,
and search Twitter for potential co-brokering opportunities and partnerships.
Marketing through my social profiles was so seamless — I amassed clients and garnered speaking
engagements. God works in mysterious ways, however, and after the [housing] market took a dip, I
decided it was time to share with businesses in other industries what I had learned while marketing
my business online.
The industry is changing so rapidly, though. How can anyone hope to keep up?
It's very easy to be resourceful nowadays. Using tools like Google and YouTube, you can pretty much
learn everything there is to know about everything. I subscribe to Mashable, a great resource for
social media, and I attend tons of conferences. CES, SXSW and Web 2.0 are some of the best trade
conferences. There are also smaller, regional conferences if you can't make the big ones. The
sessions are usually given by those at the top of the industry, and the networking is phenomenal.
How much time should an entrepreneur devote to social media rather than some other aspect
of running the company?
For businesses, I suggest creating an editorial calendar of your posts, and using tools like HootSuite
or Sprout Social to help you manage. Employing a good content strategy also makes social
engagement fun. Knowing that you have good, scheduled content, you can simply join the
conversation without pressure. On the other hand, if you don't have much to say, don't say much.
Your online content should be quality.
Social media offers innumerable cost advantages over traditional outreach, but it still requires
time and money. What's your advice to an entrepreneur who's not sure it'll pay off?
Marketing through social media can be pricey, but the returns are worth it. I suggest assessing your
current marketing strategies and expenditures, and moving those funds to social media. Try ads on
Facebook, getting some basic [search-engine optimization] servicing for your Web site and maybe
even purchasing a paid management tool. They start around $9 a month.
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