The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.

The common model for building a practice is hardly individualized. Typical is the consultant using template brochures and business cards provided by his an online service or company. Marketing efforts are often minimal, since there’s little incentive to build relationships with clients who see the advisor as identical to the rest of the pack. This route provides an income but little more.

I spend a lot of time talking to small business owners and startups. I speak with them through my SEO consulting company, during phone calls about social media projects and even just while I’m on my way to and from conferences and taking the train. It’s something I enjoy doing because I like hearing their stories, their successes and the struggles that they’re facing. Often it’s nice to know you’re not the only one going through something and to have a chance to commiserate. I work out of my apartment. I’m not exactly overflowing with social interaction these days.

Co-Branding: It’s Not Always a Bad Idea