Reach New Audiences: What Would Bobby Darin Do?

Bobby Darin was a trend-spotter and a trend-setter. He recognized opportunities and refreshed his career to new audiences more often than most – and was a hit more often than most.

We often hear businesses or organizations ask why they should use social media because when they think their "target" isn't online.

Really? Who doesn't use Google?

Being findable when folks are looking for you specifically should be a given, not a goal. Being findable when folks are looking for something else? Now you're reaching new audiences (or reminding old ones in new ways).

In the next few weeks, we'll be looking at how some stand-by brick-and-mortars can reinvent or refresh their findability using social media tools to amplify their reach and their relationships. 

All in the spirit of Bobby Darin, hey – as long as I'm singin', yes?