Blue Collar: The Forgotten Demographic in Social Media

Chris Dessi
Chris Dessi CEO, Author, Television Commentator , Silverback Social

Posted on March 19th 2012

Blue Collar: The Forgotten Demographic in Social Media

One of my best friends from childhood, Steve Singlak owns and operates his own very succesful business. Steve is one of the smartest people I know, and the fact that he has become successful is no surprise.  Stone Farm Steve was a straight A student at Mahopac High School, and as a result was accepted into prestigious Babson College. While there he earned outstanding grades and starred on their soccer team. Upon graduation he was recruited by PwC. 

While I settled in New York City after graduation, Steve remained up in Boston. We would occasionally get to spent time together during his lengthy client road trips to New York City.  After a few years at PwC, Steve got the entrepreneurial itch.  This too was no surprise.  Babson provides one of the most Entrepreneurial friendly environments for students in the nation. It was the business that Steve chose that may have been a surprise.  While Steve was toiling away at PwC, a classmate of his had gone "blue-collar" with a wood flooring company, and was doing exceptionally well. Steve joined him, and helped the business expand from wood flooring to outdoor gardens, and eventually into stone. Fast forward a few years, and Steve recently launched his own company called Stone Farm based in Newtown, CT.  


It's necessary to share this information because while on the surface Steve's company provides a blue-collar service - the management, business, and fundamentals are nothing but white collar all the way.  

Which brings me to my point for writing this post.  As leaders in the digital space (social media specifically) I believe we are under-servicing blue collar companies like Steve's.  Many of us (Myself included) only want to work with the Geico's of the world. The fatal flaw of this model is that while Geico is great - real innovation always comes from small and nimble companies like Steve's Stone Farm.  

They have a gorgeous Facebook page, active Twitter account, and most importantly a fantastic Pinterest page which really highlights the great work they do. Granted - I helped Steve and his partners start things off in social media, but they handily took it from there.  No further direction needed.  I didn't tell them about Pinterest, they did it themselves, and did it well. Steve is the reason why my company Drive Action Digital has a specific service offering where we offer set up, training, and then release.  No need for ongoing execution, no need for Apps that cost thousands of dollars.

Educate, and allow.  

So I encourage all of you social media experts out there. Reach out to the blue collar companies. They're smarter and scrappier than you think. And really isn't that the beauty of social media? That the small guys can create a splash just as big as Geico, as long as they're creating great content?

Social media is the ultimate field leveler. Is that even a word? You get the point. 


Chris Dessi

Chris Dessi

CEO, Author, Television Commentator , Silverback Social

An award winning digital thinker, author, television & radio commentator, public speaker and educator, Chris Dessi is the CEO and Founder of Silverback Social. Silverback is the world's leading social media agency, enables top brands and advertisers, to connect with more than a billion customers through Facebook, Twitter, Pinterest, Google, Youtube, and more.

Throughout his career in London and New York, Chris has worked with a wide array of businesses ranging from start-ups to Fortune 500 companies, as well as notable personalities, products and brands.

Chris’ savvy marketing acumen combined with his passion for psychology, sociology and cultural studies, all reside at the fulcrum of his unique manifesto; he believes that social media is much more of a spiritual awakening rather than a technological one. This revolutionary perspective has propelled his personality into the national media landscape. In addition to being a regular social media expert contributor on Fox Business' Shappard Smith Show, CNBC, Fox Evening News, Good Day New York, WPIX, and Fox Business’ Varney & Co., Chris has appeared on Inside Edition, The Steve Adubato Show, One to One, and has participated in radio segments on WOR’s The John Gambling Show in Manhattan, and WBAL’s Marybeth Marsden show in Baltimore.

Chris applied his fresh and innovative outlook on social media to the pages of his first book, “Your World is Exploding: How Social Media is Changing Everything and How You Need to Change With It,” which shot to #1 on Amazon’s Hot New Releases in its first two weeks of publication.

As an educator, Chris recognizes that the manner in which we, as a culture, aggregate and disseminate information has changed, and he is devoted to sharing his effective techniques for mastering engagement in social media to the world. Chris has lectured on social media to sales executives of Fortune 200 companies and he consistently travels the country coaching college students how to leverage social media to benefit their personal brand message and their career.

In 2012, Chris was selected by the Business Council of Westchester’s 40 Under 40 for exemplifying leadership, foresight and a vision for the future of Westchester County, where he currently resides with his wife and two daughters.

Consistent with the passion he holds for his professional career is the devotion he has to his family. Having never been a runner, Chris trained to run the New York City Marathon last year to raise money for the ALS Association after his father was diagnosed with the disease. When the Marathon was cancelled after Sandy hit, Chris took it upon himself to run his own 26.2 mile marathon route in Westchester to honor his father.

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