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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

Social Media Case Study: From Twitter Engagement to Television Plug

Written By: Carol Roth | 14 Comments

Does Twitter- or any social media for that matter- work for your business?  It can, if you are using the tools effectively (and of course, using the media where your customers are at).

This case study is one that hits very close to home.  Why?  Because I am right in the middle of it.

I first ran into after they started following me on Twitter. They engaged with me by re-tweeting my content and sending me messages that they thought what I was creating was very valuable.

I noticed them right away (great logo/avatar, interesting name), but it wasn’t until they had engaged with me several times that I was compelled to learn more.

I checked out their Twitter bio first, and then their website ( to learn that they provided outsourced services for business, starting with research and virtual assisting types of tasks on up.

A couple of months later, when my staff was tapped out and I needed some extra assistance on a research project, I contacted them and ultimately hired them. I was pleased with their efficient, accurate and pleasant service.

Well, just a few weeks later I was doing a television segment on solutions for small business, and given my own experience, I plugged on television (video below).

So, because this company engaged with me, someone who was a “spender” (who would buy their services) and a “sender” (someone who would tell or influence others), they were able to get a new paying client and invaluable television PR.

So, what are the takeaways for your business?

The Right Location: DeskElf engaged with me on Twitter, an arena where small business owners and experts create, consume and curate content.  For other businesses, other social networks may be more appropriate.

Engage by Giving: DeskElf caught my attention by giving to me first- they spread my message and let me know that they thought my content was valuable.

No Overnight Expectation: DeskElf was consistent.  They stayed engaged for quite some period of time before the results were achieved.

Walk the Talk: DeskElf delivered. Regardless of the engagement level, if their service would have been poor when I used them, then their efforts would have been wasted.

Are you getting an ROI from social media?

Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth
  • I have to say that what I love most about this case study is that when they decided to dive into social media in this way they chose not to cram stuff down your throat and instead just be helpful. They realized early that they needed to support others before they would get the support themselves. An important lesson for all to learn!

  • This is a great case study just because it personifies the basics of how to best use social media. Find people you probably otherwise couldn’t have found.
    Truly connect with them, recognizing that takes time.
    Being interested will get you further than being interesting.
    Give it all enough room to grow organically. Don’t force the mojo.

    Thanks for sharing – I’ll be bookmarking for future use pointing to the simplicity of making stuff happen online. Kudos to DeskElf.


  • Good post Carol,

    I think this is a huge topic. Obviously, people can benefit from “using Twitter” but I think what you’re underscoring in this post is the way you do that.

    This is a great example of how it’s done naturally, not specifically with the intention of getting your business but strategic nonetheless. Great example.

    I’ve been following strictly the people who’s messages I align with (like you Carol!) which helps to cut out the hope of reciprocation all together…. which oddly enough creates reciprocation anyway in many cases.

    Ultimately, this is why I align with guys like Chris Brogan and his message of humanizing business through the way you interact on social media channels. Cool post.

  • This is a great article Carol and sense you seem to be into Social Media you may appreciate how we are marketing your show with the interview you did recently with our Radio-TV Host Lorwai TAN PhD. Here is your link to the Audio Podcast only:, this podcast id distributed to 18 Podcasting sites including iTunes. Here is your link to the 5 minute marketing video:, Here is your link to the 15 minute video show preview:

    Let us know if you are interested in the entire 60 minute broadcast in full motion audio and video the you would like to place on your web-site?

    What is next?: we will be uploading the 5 minute marketing video above into our Content Distribution System up to a 100 social web-sites and we’ll be creating 100’s of back-links

  • Avi

    Thanks for the article, Carol.

    Our CBDO, Nadav, basically determines our social media “strategy”. His rule of thumb is, “What would you do at a party?” which ends up being what we do: We get to know people, we crack some jokes, we listen, we share information that is hopefully helpful, and every now and then we flex our ego and show off our skills a bit. I’m not sure we’re 100% where we want to be on social media, since it can be rather time consuming and we like to focus more on the clients we already have, but we’re working on it. In the meantime, it’s fun and has lead us to the amazing experience of working with Carol.

    Best of luck!

    Avi Zuber
    CEO, DeskElf, LLC

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