Social Media Theory vs. Reality For A Local Business Owner

Jared Broussard • September 17, 2012

To say that there is an abundance of Social Media Theory out there, is one of the largest understandments in the world. Everyone seems to have their own input or take on what makes social media go round. Do you know why that is? The main reason is the low cost of entry. Let me restate that better by saying, the "no cost of entry". Anyone can play. So, because you have a facebook account or you send random tweets, are you an expert on what converts business from the social media world? Don't misunderstand me, some of the theories out there are great. But, social media theory vs Reality for a local business owner is an important topic to cover. For local business owners, there comes a time when the RUBBER MUST HIT THE ROAD, and theory must take a back seat to real day application.


One of my favorite bloggers, speakers, and leaders in the Inbound Marketing or Social Media world today is Marcus Sheridan. The reason that I love his stuff is because it is REAL DAY situations, stories and applications from the lives of local business owners. Marcus started River Pools and Spas back in 2001, when it was struggling to keep pace. But, through the insight and leadership of Marcus, the River Pools and Spas business grew to be one of the biggest pool company's of its kind in the world today. In short, Marcus took theory and applied the Inbound Marketing tools that made sense with his business. Because of his hard work, approach and dedication, River Pools and Spas become one of the most successful pool businesses in the world.


Recently, Marcus blogged about theory in the social media world. On one of my favorite sites, The Sales Lion, Marcus (@thesaleslion) says it best, "Social media, content marketing, and all this stuff we talk about are potentially amazing for any business—but only if done in such a way that leads to a stronger financial foundation for which to build the company upon." Marcus goes on to say that theory needs to take a back seat to reality.


I couldn't agree more with Marcus. When it comes to information on Inbound Marketing, Social Media, etc, there are endless options. I am like a sponge when it comes to learning more about the direction Marketing is taking us. However, at some point, we all should start applying techniques and application that makes sense for our individual business sectors. Stop Preaching and start doing. 

In theory, most of the social media applications seem easy. Again, if anyone can enter and "play", then it must mean they can market on these platforms as well, right?


Sometimes, it is not always as easy as it looks. Theory is great. However, theory does not sell more cars, build more homes, raise more foundations, repair more roof tops, clean more teeth, perform more Lasik surgeries, repair more wrecked cars, cure back pain, or sell more plants.


What will help these local businesses are marketing organizations who will have the street smarts to apply the theories that make sense to their particular industry. This is no easy task, and it certainly is not something that will happen overnight. However, over time, this real day approach will benefit both the client and the marketing organization. 


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By Rikki Broussard • July 23, 2026
Your customers are still searching. They are just no longer searching in one place. They may start with Google, ask ChatGPT to compare their options, watch a YouTube video, look for examples on Instagram, read reviews, or open a map to find a nearby business. This does not mean your company needs to chase every new platform. It also does not mean SEO is dead. The best response to fragmented search is to strengthen the foundation you already have. Build a clear, credible website, answer the questions your customers ask, share real expertise, and ensure your business appears consistently on the platforms that matter to your audience. AEO, or Answer Engine Optimization, is part of that approach. It helps search engines and AI tools find and understand your answers, but it works best when it is built on strong SEO . Why Are Customers Searching in So Many Different Places? Customers are searching in more places because they now have more ways to find the type of information they want. Every Monday during our BlinkJar staff meeting, each person brings an industry update to discuss. One recent conversation about artificial intelligence and its impact on search reminded me of what happened to television. Jared, my husband and BlinkJar’s founder , spent years working in television. At one time, a few broadcast networks held most of the audience. Then cable created more choices. Streaming services, YouTube, social video, and on-demand programming divided attention even further. Television did not disappear. People gained more ways to watch. Search is moving in the same direction. A prospective customer may search Google for a service, ask an AI assistant to explain the differences between providers, watch a video to see how something works, and read reviews before visiting a company’s website. The challenge is not that Google has stopped working. It is that businesses can no longer assume every customer will begin there. Does My Business Still Need SEO? Yes, your business absolutely needs SEO as it remains the foundation of being discovered online. Google continues to drive valuable, high-intent traffic for businesses. A strong website also gives AI tools, maps, social platforms, and prospective customers a reliable place to learn who you are and what you offer. Your website needs clear service pages, useful location information, simple navigation, relevant internal links, and a sound technical structure. Search engines must be able to crawl, index, and understand your pages. Traditional SEO is not being replaced. It is supporting a larger discovery ecosystem. Think of your website as your company’s home base. Social media, maps, reviews, search engines, and AI tools may help customers find you, but your website is where you control the complete story. 
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Why Personal Connections Matter More Than Ever in an AI-Driven Marketing World?

By Caroline Thaxton • July 10, 2026
Artificial intelligence is changing the way businesses approach content marketing , social media marketing , and digital communications. AI can generate ideas, streamline workflows, and help marketers create content faster than ever before. At Blinkjar, we embrace AI as a powerful tool, but we also know the most impactful marketing still begins with something technology can't replicate: a genuine human connection. As a Creative Content Specialist at Blinkjar , some of my most valuable work happens away from my desk. Meeting with clients, visiting their businesses, and building real relationships gives me a deeper understanding of who they are and what makes their brands unique. Those face-to-face interactions help me create authentic content that reflects each client's personality , values, and story. Can AI Really Tell Your Brand's Story? Every business has a story worth telling . While AI can help organize information, brainstorm ideas, and improve efficiency, it can't experience a company's culture, observe customer interactions, or hear the passion behind why a business was started. That’s why every interaction matters. Whether we’re on a call, exchanging emails, meeting in person, capturing photos and videos, or simply talking through new ideas, each touchpoint helps us better understand the businesses we support. These conversations allow us to see how a brand operates, hear the stories behind the work, and uncover the details that make it unique. Those real insights often become the foundation for stronger content because they reveal perspectives that AI simply can’t generate. How Do Client Conversations Lead to Better Content Marketing? The more time I spend with the businesses we support, the better I can represent their brand. Photoshoots are one way those connections happen, but many of my strongest content ideas come from everyday conversations, planning calls, emails, meetings, and moments when a client shares something we would not have known otherwise. Those small details often become the difference between content that feels generic and content that feels true to the brand. Whether we're discussing a new project, talking through their day-to-day operations, or simply catching up, those conversations give me the context I need to write content that's accurate, authentic, and true to their voice. Instead of relying on assumptions, I can pull directly from their experiences, expertise, and personality . That's what transforms content from informative to meaningful.