>>> FUNDING FOR "NJ BUSINESS BEAT" PROVIDED BY -- >> FOR MORE THAN 110 YEARS NJBIA HAS BEEN FOCUSED ON THE ADVANCEMENT AND SUCCESS OF OUR MEMBERS.

WE ARE THE VOICE REPRESENTING ALL INDUSTRIES, WORKING TOGETHER TO HELP BUILD A MORE PROSPEROUS NEW JERSEY THROUGH ADVOCACY, SUPPORT, NETWORKING AND BENEFITS.

>>> NJCU SCHOOL OF BUSINESS, A GAME-CHANGING FORCE OFFERING PROGRAMS LIKE FINANCIAL TECHNOLOGY OR BUSINESS ANALYTICS AND DATA SCIENCE.

WE'RE STEPS AWAY FROM THE EXCHANGE PLACE, PATH TRAIN AND JERSEY CITY AND MINUTES FROM WALL STREET.

LEARN MORE AT NJCU.EDU/GAMECHANGER.

>>> AND IBEW LOCAL 102, PROUDLY SERVING NEW JERSEY'S BUSINESS COMMUNITY SINCE 1900.

LOCAL 102, LIGHTING THE PATH, LEADING THE WAY.

VISIT IBEW 102.ORG.

>>> THIS WEEK ON "NJ BUSINESS BEAT," A SUDDEN SHOCK TO THE LABOR MARKET AS THE ECONOMY LOSES JOBS.

WHY ANALYSTS PREDICT A QUICK REBOUND.

>>> PLUS, BUILDING A COMMUNITY AROUND TRANSPORTATION, DETAILS ON THE MILLIONS HANDED OUT TO CREATE TRANSIT VILLAGES IN OUR STATE.

>>> AND WE PUT THE BUSINESS OF SOCIAL MEDIA IN FOCUS, ANALYZING HOW BUSINESSES CAN BUILD A SOCIAL MEDIA PRESENCE AND BENEFIT FROM INCREASED CUSTOMER ENGAGEMENT.

THAT'S STRAIGHT AHEAD ON "NJ BUSINESS BEAT."

♪ >> Announcer: THIS IS "NJ BUSINESS BEAT" WITH RHONDA SCHAFFLER.

>>> HELLO, I'M RHONDA SCHAFFLER.

THANKS FOR JOINING US ON "NJ BUSINESS BEAT."

IF YOU ARE WATCHING ON YOUTUBE, MAKE SURE YOU SUBSCRIBE TO OUR "NJ SPOTLIGHT NEWS" YOUTUBE CHANNEL TO GET ALERTED WHEN WE POST NEW EPISODES AND CLIPS.

>>> AS THE OMICRON VARIANT TOOK HOLD ACROSS THE U.S.

THE SURGE CREATED MORE DISRUPTION IN THE JOB MARKET WHICH LET'S FACE IT HASN'T BEEN BACK TO NORMAL SINCE THE PANDEMIC BEGAN.

NEW JERSEY-BASED ADP'S MONTHLY REPORT ON UNEMPLOYMENT SHOWED THE ECONOMY LOST 301,000 JOBS IN THE PRIVATE SECTOR IN JANUARY, BUT ECONOMISTS ARE CALLING THIS A SPEED BUMP.

ONCE WE GET THROUGH THIS LATEST COVID WAVE, WE SHOULD SEE THE LABOR MARKET CONTINUE TO RECOVER JOBS LOST AT THE START OF THE PANDEMIC.

THAT'S ACCORDING TO GUS FAUCHER CHIEF ECONOMIST AT PNC FINANCIAL SERVICES GROUP.

>> I THINK THIS IS MORE A LABOR SUPPLY STORY THAN A LABOR DEMAND STORY.

I THINK BUSINESSES ARE STILL TRYING TO HIRE.

THEY ARE STILL SEEING STRONGER DEMAND, IT'S JUST THAT SOME PEOPLE COULDN'T WORK BECAUSE OF OMICRON, WHETHER IT WAS BECAUSE THEY WERE QUARANTINING, WHETHER IT'S BECAUSE THEY'RE TAKING CARE OF FAMILY MEMBERS, WHETHER IT'S BECAUSE THEIR CHILD'S SCHOOL WAS CLOSED.

SO I DON'T THINK THAT THIS REPRESENTS A WEAKNESS IN THE ECONOMY, I THINK THAT THIS IS A ONE-MONTH, MAYBE A TWO-MONTH ISSUE BECAUSE OF OMICRON.

>> GROWING THE ECONOMY IS A BIG ISSUE EVERYWHERE, AND IN NEW JERSEY LAWMAKERS HAVE PROPOSED AN IDEA.

WHAT IF TOWNS AND COUNTY WERE TO WORK IN PARTNERSHIP ON ECONOMIC DEVELOPMENT PROJECTS?

A BIPARTISAN BILL THAT RECENTLY CLEARED A KEY SENATE COMMITTEE WOULD SEEK TO ENCOURAGE REGIONAL PLANNING EFFORTS.

BUSINESS GROUPS LIKE THE IDEA, ESPECIALLY IF NEW JERSEY SEEKS TO RECOVER FROM THE PANDEMIC.

NJ SPOTLIGHT'S BUDGET AND FINANCE WRITER JOHN REITMEYER SAYS TAXPAYERS MAY LIKE THE IDEA, TOO.

>> WHEN YOU CAN GENERATE ECONOMIC DEVELOPMENT IN A REGION OR EVEN IN A MUNICIPALITY, THAT CAN EASE PRESSURE ON PROPERTY TAXES AS WELL BECAUSE IF THE BASE EXPANDS, YOU CAN BRING IN MORE MONEY WITHOUT ACTUALLY RAISING RATES, WHICH I THINK A LOT OF TAXPAYERS WOULD FIND ATTRACTIVE.

>> A BILL TO BAN SMOKING IN ATLANTIC CITY'S CASINOS IS PICKING UP ADDITIONAL BIPARTISAN SUPPORT.

REPUBLICAN SENATOR MICHAEL TESTA SAYS HE'S ADDED HIS NAME TO THE BILL AS A CO-SPONSOR.

THE LEGISLATION WOULD AMEND NEW JERSEY'S SMOKE-FREE PACKET TO INCLUDE CASINOS WE ARE EXEMPT FROM THE LAW.

A SMOKING BAN BILL FAILED TO WIN FINAL APPROVAL IN THE LAST LEGISLATIVE SESSION, BUT GOVERNOR MURPHY SAYS HE WILL SIGN A CASINO SMOKING BAN INTO LAW IF PASSED BY THE LENLTS LAY TOUR THIS SESSION.

THE CASINO ASSOCIATION OF NEW JERSEY IS FIGHTING IT SAYING A SMOKING BAN WOULD COST JOBS AND TAX REVENUE, BUT A GROUP OF CASINO WORKERS IS FIGHTING FOR IT, CITING HEALTH CONCERNS.

THEY HAVE ORGANIZED THEMSELVES UNDER A GROUP CALLED CEASE.

PETE NACCARELLI IS CO-FOUNDER.

>> I STARTED WITH THIS GROUP BECAUSE IT WAS AN ANNOYANCE.

IT STUNK, I GO HOME, MY CLOTHES STINK.

YOU KNOW, WHATEVER.

IT MADE ME SNEEZE.

BUT ONCE I STARTED WITH THIS GROUP I REALIZED HOW REALLY DANGEROUS SECOND-HAND SMOKE IS.

I HAVE A FAMILY, I HAVE TWO SONS, A WIFE.

I WANT TO BE THERE FOR THEM AND I'M SCARED.

I'M SCARED NOW SEEING WHAT SECOND-HAND SMOKE DOES AND WE -- WE DEAL WITH IT EVERY NIGHT.

>> THERE'S BEEN A LOT OF POLITICIANS EXCITED ABOUT THE BIPARTISAN INFRASTRUCTURE BILL SIGNED BY PRESIDENT BIDEN LAST YEAR.

THEY'VE BEEN HOLDING PRESS CONFERENCES TO TALK ABOUT MONEY COMING INTO THEIR DISTRICTS TO FIX ROADS AND BRIDGES.

THE LATEST TO DO SO WAS CONGRESSMAN JOSH GOTTHEIMER WHO SAYS THE $8 BILLION HEADING TO NEW JERSEY WILL FIX A LOT OF STUFF, BUT ALSO RESULT IN SAVINGS FOR DRIVERS.

GOTTHEIMER CLAIMS THAT ON AVERAGE EACH NEW JERSEY DRIVER PAYS WHAT HE CALLS A POTHOLE TAX OF $713 A YEAR FROM DAMAGE TO THEIR CARS.

>> IN JERSEY MORE THAN -- NEARLY 4,000 MILES OF HIGHWAYS ARE IN POOR CONDITION.

IN FACT, WE HAVE THE THIRD WORST ROADS IN THE ENTIRE COUNTRY IN THE LATEST RESEARCH.

THE THIRD WORST ROADS.

AS A RESULT SINCE 2011 COMMUTE TIMES HAVE INCREASED BY 8.8%.

THAT'S INSANE.

THAT DOESN'T INCLUDE THE COST OF THE TIME YOU LOSE SITTING IN TRAFFIC OR OUTDATED ROADS OR REPAIR HEADACHES.

THAT'S MORE THAN $700 A YEAR.

IT'S UNACCEPTABLE.

>>> ONE OF THE LARGEST BANKS IN THE UNITED STATES HAS INKED A DEAL WITH NEW JERSEY CITY UNIVERSITY THAT IS DESIGNED TO HELP STUDENTS OF COLOR SECURE GOOD JOBS.

BANK OF AMERICA IS INVESTING $560,000 IN THE NJACU SCHOOL OF BUSINESS AND ITS CAREER SERVICES CENTER AS A PART OF A BROADER COMMITMENT TO HELP MINORITY COMMUNITIES.

JOSH IANUZZI IS DIRECTOR OF CAREER SERVICES AT THE BUSINESS SCHOOL.

>> THROUGH THIS BANK OF AMERICA GRANT WE'RE GOING TO BE ABLE TO ENGAGE MORE DIVERSE STUDENTS INTO OUR CAREER SERVICES AND EXPERIENTIAL EDUCATION.

BY BETTER PREPARING AND CONNECTING THESE STUDENTS TO PROFESSIONAL DEVELOPMENT INTERNSHIP AND EMPLOYMENT OPPORTUNITIES WE KNOW THEY WILL BE PREPARED AND CONNECTED TO OPPORTUNITIES THAT WILL HELP THEM BOTH IN THE PRESENT WHILE THEY ARE IN SCHOOL AS WELL AS ONCE THEY GRADUATE.

>> NJCU IS A FUNDER OF "NJ BUSINESS BEAT."

>>> THE STATE SAID $3.8 MILLION IN TRANSIT VILLAGE GRANTS WILL BE DISTRIBUTED TO 14 MUNICIPALITIES ACROSS THE STATE.

THE TRANSIT VILLAGE PROGRAM ENCOURAGES ECONOMIC DEVELOPMENT NEAR A TRANSIT FACILITY LIKE AN NJ TRANSIT TRAIN OR BUS STOP.

THE IDEA IS TO CREATE NEIGHBORHOODS WHERE PEOPLE CAN USE MASS TRANSIT AND NOT RELY ON CARS.

IT'S A PROGRAM THAT GETS KUDOS FROM NEW JERSEY FUTURE, AN ORGANIZATION THAT ADVOCATES FOR SMART GROWTH.

I SAT DOWN WITH PETER KASSABACK NJ FUTURES EXECUTIVE DIRECTOR.

>> PETE, THE TRANSIT VILLAGE PROGRAM HAS ATTRACTED A LOT OF ATTENTION.

WHAT MAKES IT WORK IN YOUR VIEW?

>> THE TRANSIT VILLAGE PROGRAM IS A REALLY IMPORTANT PROGRAM FOR OUR TRANSPORTATION DEPARTMENT TO RUN AND IT'S BECAUSE IT RECOGNIZES THAT TRANSPORTATION IS MORE THAN JUST MOVING CARS AROUND.

THAT IT HAS TO DO WITH LAND USE AND PLANNING AND REDEVELOPMENT.

AND WHAT THE TRANSIT VILLAGE PROGRAM DOES IS IT FOCUSES FUNDING ON TOWNS THAT HAVE TRANSIT STATIONS AND THEN HELPS THEM PLAN TO CREATE MORE OF A COMPACT, WALKABLE, MIXED USE, MIXED INCOME PLACES WHICH ALLOWS PEOPLE TO GET OUT OF THEIR CARS AND ENCOURAGES WALKING, ENCOURAGES BIKING, IT LET'S PEOPLE USE TRANSIT MORE -- MORE ACCESSIBLY.

>> IN NEW JERSEY HOW MANY MUNICIPALITIES DO WE HAVE THAT ARE TRYING TO DEVELOP OR IN VARIOUS STAGES OF A TRANSIT VILLAGE?

>> WE HAVE OVER 150 MUNICIPALITIES IN NEW JERSEY THAT HAVE TRANSIT STATIONS AND OF THOSE 150 THERE'S OVER 240 STATIONS.

OF THAT 150 NUMBER OF TOWNS, THEY ARE ALL IN DIFFERENT PLACES WHEN IT COMES TO HOW ARE THEY USING THOSE TOWN -- THOSE TRANSIT STATIONS AS ASSETS.

SOME ARE BEING VERY AGGRESSIVE, ESPECIALLY THE ONES THAT ARE IN THE TRANSIT VILLAGE PROGRAM, THEY ARE CHANGING THEIR ZONING, THEY'RE LOOKING AT HOW THEY CAN ELIMINATE SURFACE PARKING LOTS, HOW THEY CAN BRING HOUSING AND JOBS BACK INTO THE AREAS AROUND THEIR TRANSIT STATIONS.

OTHERS WILL NOT.

THEY ARE SMALLER COMMUNITIES, THEY LIKE THEIR COMMUNITIES THE WAY THEY ARE, THEY DON'T RECOGNIZE THAT -- AND THEY HAVEN'T BEEN FORCED TO RECOGNIZE THAT THESE ARE PUBLIC ASSETS AND THAT THEY SHOULD BE DEVELOP THE AREA AROUND THOSE ASSETS.

>> SO IN THE YEARS BC AND THAT'S BEFORE COVID IN THIS CASE, THERE WAS A LOT OF TALK AND EXCITEMENT ABOUT COMMUNITIES THAT WERE BUILDING, SAY, APARTMENT COMPLEXES RIGHT NEAR A TRAIN STATION.

THERE WAS THIS IDEA, AS YOU MENTIONED, SORT OF A COMPACT, MORE USABLE OR THOUGHTFUL USE OF THE LAND.

HAS COVID DISRUPTED THAT AT ALL OR DO YOU THINK THE MOMENTUM IS STILL THERE?

>> I THINK IN GENERAL THE MOMENTUM IS STILL THERE.

I THINK IT CERTAINLY PUSHED THE PAUSE BUTTON.

YOU KNOW, EVERYBODY WAS A LITTLE BIT MORE NERVOUS ABOUT BEING TOGETHER AND IT DID MAKE PEOPLE THINK A LITTLE BIT DIFFERENTLY ABOUT WE REALLY DID HAVE A LOT OF MOMENTUM GOING TOWARDS OUR TOWNS AND OUR CITIES, SO I THINK IT DID PUSH THE PAUSE BUTTON, BUT I THINK WE'RE GOING TO SEE THAT PICK RIGHT BACK UP AGAIN.

>> WHAT DO WE KNOW ABOUT THE ECONOMIC IMPACTS OF TRANSIT VILLAGES?

>> IT INCREASES PROPERTY VALUES, CONSIDERABLY.

WE KNOW THAT IT BRINGS IN JOBS.

THE IDEA OF DENSITY AND THE IDEA OF HAVING MORE PEOPLE AND MORE JOBS IN ONE PLACE HAS A MULTIPLIER EFFECT.

I THINK -- SO WE KNOW THERE'S AN ECONOMIC BENEFIT TO IT.

I THINK WITH THAT ECONOMIC BENEFIT, THOUGH, WE ALSO HAVE TO BE CAREFUL BECAUSE SOME OF THE COMMUNITIES THAT WE'RE TALKING ABOUT WITH TRANSIT STATIONS HAVE LOWER INCOME POPULATIONS AND WE WANT TO BE VERY CAREFUL THAT AS WE LOOK TO INCREASE INVESTMENT IN THOSE AREAS THAT WE'RE NOT LOOKING AT DISPLACING EXISTING COMMUNITIES.

YOU KNOW, ESPECIALLY BLACK AND BROWN COMMUNITIES, LOWER INCOME COMMUNITIES.

>> GREAT POINTS AND IT WAS A PLEASURE SPEAKING WITH YOU, THANK YOU SO MUCH.

>> THANKS VERY MUCH.

>>> A SURPRISING HEADLINE FROM THE WORLD OF SOCIAL MEDIA.

FACEBOOK REPORTING THAT FOR THE FIRST TIME IN ITS HISTORY FEWER PEOPLE ARE ACTIVELY USING ITS SOCIAL MEDIA PLATFORMS.

CEO MARK ZUCKERBERG SAID THE COMPANY'S SOCIAL MEDIA BUSINESS IS FACING STIFF COMPETITION.

HE SAID PEOPLE HAVE A LOT OF CHOICES FOR HOW THEY WANT TO SPEND THEIR TIME AND APPS LIKE TIKTOK ARE GROWING VERY QUICKLY.

THE NEWS SENT STOCK OF FACEBOOK'S PARENT COMPANY META PLUNGING ON WALL STREET.

THIS WEEK WE'RE PUTTING THE BUSINESS OF SOCIAL MEDIA IN FOCUS AND OFFERING GUIDANCE TO BUSINESSES LOOKING TO BUILD A SOCIAL PRESENCE.

>>> WE WANT TO HIT YOU WITH SOME NUMBERS FIRST.

THE USE OF SOCIAL MEDIA HAS EXPLODED.

IN 2005, JUST 5% OF ADULTS WERE USING SOCIAL MEDIA.

NOW WHERE EVERY 20 SOMETHING IS SCROLLING THROUGH TIKTOK AND GRANDMAS ARE SNAPCHATING WITH THE GRANDKIDS, THE MAJORITY OF ADULTS, 72%, USE SOCIAL MEDIA.

FACEBOOK IS STILL THE MOST POPULAR PLATFORM FOLLOWED BY INSTAGRAM AND LINKEDIN BASED ON A SURVEY CONDUCTED LAST YEAR.

SOCIAL MEDIA IS AN IMPORTANT MARKETING TOOL FOR BUSINESSES.

55% OF CONSUMERS LEARN ABOUT NEW BRANDS ON SOCIAL MEDIA.

68% SAY SOCIAL MEDIA ENABLES THEM TO INTERACT WITH BRANDS AND COMPANIES AND HERE IS THE KEY, 78% OF CONSUMERS ARE WILLING TO BUY FROM A COMPANY AFTER HAVING A POSITIVE EXPERIENCE WITH THEM ON SOCIAL MEDIA.

SO FOR BUSINESSES WHAT'S IN THE HOW-TO MANUAL FOR MAKING SOCIAL MEDIA WORK FOR THEM?

WE TURN TO THE EXPERTISE OF VINCENT VELASQUEZ THE CO-FOUNDING OF THE DIGITAL MARKETING COMPANY MEDIA CUTLET FOR SOME ANSWERS.

>> WELCOME TO THE PROGRAM.

>> THANKS FOR HAVING ME.

>> WITH YOU WE ARE GOING TO GET THE SECRET TALK, IF YOU WILL, THE INS AND OUTS OF SOCIAL MEDIA FOR BUSINESSES.

IN YOUR EXPERIENCE ARE BOTH BUSINESSES KEYED IN WITH HOW MUCH THEY SHOULD BE USING SOCIAL MEDIA AND HOW IT CAN BENEFIT THEM?

>> I DON'T THINK THEY ARE.

I THINK THERE'S JUST SUCH -- THERE'S SO MUCH OPPORTUNITY OUT THERE STILL FOR SMALL TO MID-SIZED BUSINESSES TO TAKE ADVANTAGE OF SOCIAL MEDIA.

I THINK IT'S EASY TO GET OVERWHELMED AND I THINK PEOPLE THAT ARE TALKING ABOUT IT SHOULD BE ENCOURAGING PEOPLE TO NOT GET OVERWHELMED.

THERE'S SOME REALLY EASY WAYS TO DO THAT.

>> DO TELL.

WHAT ARE THE EASY WAYS?

>> BASED ON YOUR COMMUNITY, START SOCIAL MEDIA WITH THINKING ABOUT YOUR NEIGHBOR AND THINKING ABOUT THE PEOPLE THAT YOU LIVE AROUND VERSUS BEING OVERWHELMED BY DO I HAVE 10,000 FOLLOWERS, DO I HAVE A MILLION FOLLOWERS?

I ALWAYS TELL PEOPLE IF YOU HAVE THE INDIVIDUALS OR THE GROUPS IN YOUR COMMUNITY THAT ARE FOLLOWING YOU AND ARE ENGAGED WITH YOU, I WOULD RATHER VISIT YOUR SOCIAL MEDIA PAGE THAN GET STUCK ON A BIG CORPORATE SOCIAL MEDIA PAGE WITH THOUSANDS AND THOUSANDS OF FOLLOWERS.

>> WHAT IS THE EASIEST PLATFORM FOR SOMEBODY TO GET STARTED ON?

>> INDEPENDENCE GRAM IS PROBABLY THE EASIEST FOR ALL OF US TO GET STARTED ON.

IT'S EASY TO TAKE THE SMARTPHONE OUT OF YOUR POCKET OR POCKETBOOK, SNAP A PHOTO, TAKE VIDEO OF WHAT'S GOING ON IN FRONT OF YOU AND POST IT TO THAT SOCIAL MEDIA PLATFORM.

>> WHAT ABOUT LINKEDIN?

YOU HAVE HAD A PERSONAL EXPERIENCE OF GROWING YOUR BUSINESS ON LINKEDIN.

CAN YOU SHARE HOW THAT WORKED FOR YOU?

>> LINKEDIN IS PROBABLY THE BIGGEST LAND OF OPPORTUNITY RIGHT NOW, BUT I THINK A LOT OF PEOPLE ARE FUMBLING THEIR WAY THROUGH T THEY'RE TRYING TOO HARD TO CREATE CONNECTIONS RIGHT AWAY THAT ARE GOING TO LEAD TO MONETIZATION.

I THINK IF YOU VIEW LINKEDIN AS A PLACE WHERE YOU SHOULD SEEK MENTORSHIP AS WELL AS ESTABLISH YOURSELF AS AN EXPERT, THAT'S HOW YOU SHOULD APPROACH THAT PLATFORM.

THE MONEY WILL FOLLOW.

>> SO THAT'S AN INTERESTING POINT I WANTED TO GET WITH YOU.

OBVIOUSLY BRAND RECOGNITION IS IMPORTANT, FINDING CUSTOMERS, BUT ALSO MAKING MONEY.

HOW DO YOU MEASURE FROM A BUSINESS TO SOCIAL MEDIA PRESENCE TO HOW THAT TRANSLATES INTO DOLLARS?

HOW SHOULD SOMEBODY WHO OWNS A SMALL BUSINESS THINK ABOUT THAT?

>> THERE'S A COUPLE OF WAYS TO THINK ABOUT IT.

THERE'S THE RESTAURANT MENTALITY WHERE NO MATTER WHAT EVERY SINGLE DAY YOU HAVE TO POST YOUR SPECIALS, YOU NEED TO LET PEOPLE KNOW WHY THEY SHOULD BE ENTICED TO COME TO YOUR ESTABLISHMENT.

LET THEM KNOW YOU'RE OPEN IN INCLEMENT WEATHER, LET THEM KNOW THAT THERE'S A SPECIAL EVENT GOING OP.

THAT'S THE EASY WAY TO DO IT.

WHEN YOU LOOK AT A POTENTIAL SALES CYCLE FOR A LARGER TERM OR BIGGER DOLLARS, YOU HAVE TO BE RELATIONSHIP-BASED.

YOU KNOW, THE BEST REAL ESTATE AGENT IS NOT POSTING ABOUT THEIR LISTINGS OR HOW GREAT THIS LIVING ROOM IS OR HOW AMAZING THIS ONE HOUSE S IT'S MORE HOLISTIC.

THEY ARE INJECTING THEIR PERSONALITY, THEIR INVOLVEMENT IN THE COMMUNITY, HAWAII LIGHTING THE LOCAL BAKERY OR PIZZERIA, THEN THE EXPERTISE IS ESTABLISHED.

>> WHAT IS THE BIGGEST MISTAKE PEOPLE MAKE WHEN IT COMES TO APPROACHING SOCIAL MEDIA?

>> STAYING OUT OF IT PERSONALLY.

YOU KNOW, I THINK YOU DO NEED TO GET INVOLVED PERSONALLY.

YOU CAN'T JUST RELY ON THE BRAND.

SOME PEOPLE THE BRAND IS THEMSELVES, BUT I THINK YOU HAVE TO LET PEOPLE KNOW WHO YOU ARE, LET THEM KNOW ABOUT YOUR STORY AND IF YOU CAN DO THAT, YOU WILL FIND MORE PEOPLE GRAVITATE TOWARDS YOUR PAGE.

YOU KNOW, IF YOU ARE SELLING PRODUCT, THERE'S PROBABLY A LOT OF PEOPLE SELLING THAT PRODUCT IN YOUR SPACE ACROSS THE COUNTRY AND ACROSS THE GLOBE.

YOU WANT PEOPLE TO REALLY SAY I KNOW I LIKE THIS PRODUCT, I LIKE WHY IT WAS CREATED, HOW IT WAS CREATED, WHO CREATED IT AND MORE THAN JUST THE PRODUCT ITSELF.

>> VINCENT, SUCH A PLEASURE TO SPEAK WITH YOU.

THANK YOU SO MUCH.

>> THANK YOU, RHONDA.

I APPRECIATE IT.

>>> ONE NEW JERSEY BUSINESS USING SOCIAL MEDIA TO ITS ADVANTAGE IS HOME DALE BASED BELL WORKS WHICH BILLS ITSELF AS A ONE OF A KIND DESTINATION FOR BUSINESS, CULTURE, TECHNOLOGY, RETAIL AND MORE.

I SPOKE WITH PAULO, THE CREATIVE DIRECTOR AT BELL WORKS.

>> PAULO, THANKS FOR JOINING US ON "NJ BUSINESS BEAT."

>> THANK YOU FOR HAVING ME, RHONDA.

>> SO THERE ARE SO MANY INTERESTING THINGS HAPPENING AT BELL WORKS THESE DAYS AND WE WANTED TO FOCUS ON WHAT YOU'RE DOING FOR SOCIAL MEDIA.

WHAT PLATFORMS ARE YOU USING FOR BELL WORKS AND WHICH PLATFORMS ARE BRINGING YOU THE MOST SUCCESS?

>> WELL, WE USE ALL PLATFORMS, IT'S VERY IMPORTANT FOR US TO USE INSTAGRAM, FACEBOOK, TIKTOK, LINKEDIN, TWEITTER, WE USE ALL F THEM AND I THINK IT'S VERY IMPORTANT FOR THE BRAND ESPECIALLY TO KEEP THE BRAND ON POINT, MAKE SURE THAT PEOPLE KNOW WHAT'S HAPPENING, WHAT'S THE IDEA BEHIND BELL WORKS, WHAT'S -- WHAT'S THE ENERGY HERE WHEN THEY HAVE NEVER BEEN HERE BUT THEY SEE SOMETHING ON SOCIAL MEDIA THEY FEEL IT AND THEN THAT ENCOURAGES THEM TO COME.

>> IS SOCIAL MEDIA FOR YOU MORE IMPORTANT THAN TRADITIONAL FORMS OF MARKETING AND ADVERTISING?

>> I THINK IT'S -- IT'S A VERY IMPORTANT PART OF OUR MARKETING STRATEGIES.

WE DO DIFFERENT TYPES OF MARKETING STRATEGIES, WE HAVE SOCIAL MEDIA, BUT ALSO IT'S IMPORTANT FOR ME LIKE THE WORDS OF -- THAT -- THROUGH SOCIAL MEDIA SO I ENCOURAGE PEOPLE, WE CREATE HASHTAGS LIKE WHEN THEY COME HERE TO TAG US AND SAY HASHTAG AT BELL WORKS, HASHTAG MY BELL WORKS, ALL OF THESE THINGS ARE WAYS TO ENGAGE PEOPLE AND MAKE SURE THAT WE'RE FEELING THE SOCIAL MEDIA PULSE OF WHAT'S HAPPENING RIGHT NOW.

>> AND IS THERE A CERTAIN CUSTOMER OR CLIENT YOU'RE TRYING TO REACH?

>> FOR ME -- FOR ME I'M TRYING TO REACH EVERYBODY, HONESTLY.

I LOVE -- THAT'S WHAT I LOVE ABOUT BELL WORKS IS THAT YOU SEE KIDS HERE, BUT YOU ALSO IS SEE ALUMNI FROM BELL LABS, OLDER PEOPLE, YOUNG PEOPLE, TEENS, YOUNG PROFESSIONALS.

SO FOR ME -- FOR EVERYBODY IT'S ALL ABOUT INCLUSIVITY, DIVERSITY.

THAT'S VERY IMPORTANT FOR ME.

>> HOW DO YOU KIND OF TRACK OF ANALYTICS OF ON YOUR SOCIAL MEDIA ACCOUNT SO THAT YOU KNOW THAT YOU'RE GETTING SUCCESS?

>> WELL, THERE'S A LOT OF ANALYTICS THAT YOU CAN GET THROUGH, YOU KNOW, THROUGH THE BACK -- THE BACKSIDE OF SOCIAL MEDIA, ALL THE NUMBERS.

I HAVE A GREAT TEAM OF MARKETING TEAM THAT WE ANALYZE EVERY MONTH HOW MANY PEOPLE ARE LOOKING AT THINGS, WHAT'S THE DEMOGRAPHIC, MEN, WOMEN, THE AGES.

THERE'S ALL THESE DIFFERENT TYPES OF WAYS TO SEE HOW WE ARE ATTRACTING PEOPLE, BUT I THINK FOR ME A LOT OF LIKE THE ENGAGEMENT, THE REAL ENGAGEMENT, PEOPLE COMMENTING, SAYING, YOU KNOW, I LOVE YOUR SPACE, GETTING THOSE REVIEWS ON GOOGLE SOMETIMES JUST LOOKING AT THEM IT MAKES YOU REALIZE WHAT WE'RE DOING AND WHAT WE'RE DOING RIGHT AND I LOVE LOOKING AT THOSE -- AT THAT DATA, TOO.

>> DO YOU ACTIVELY TRY TO GET NEW FOLLOWERS EACH MONTH OR ARE YOU MORE SATISFIED IN JUST GETTING MESSAGING OUT THERE AND TRYING TO GET PEOPLE TO ENGAGE?

>> TO ME IT'S ABOUT THE BRAND, TO BE HONEST, TO KEEP THE BRAND -- WE HAVE LIKE CORE VALUES IN THE BRAND.

IT'S COMMUNITY, WELLNESS, WORK INSPIRE, EVERYTHING -- OUR CULTURE.

SO I DON'T ACTIVELY LIKE TRY TO GET MORE FOLLOWERS, FOR ME IT'S MORE LIKE REALLY ENGAGING WITH THE PEOPLE.

GROWING THE BRAND ORGANICALLY.

THAT'S WHAT'S IMPORTANT WITH ME.

>> IT'S BEEN GREAT CHATTING WITH YOU AND KNOW HOW SOCIAL MEDIA IS WORKING FOR YOU AT BELL WORKS.

>> THANK YOU.

TAKE CARE.

>>> SOCIAL MEDIA IS ALSO, OF COURSE, AN IMPORTANT TOOL FOR POLITICAL LEADERS, MANY OF WHOM USE TWITTER TO SHARE ANNOUNCEMENTS ON POLICIES AND OCCASIONALLY ENGAGE IN SOME HEATED EXCHANGES.

WE GOT THE INSIDE SCOOP ON HOW THE MURPHY ADMINISTRATION VIEWS AND USES SOCIAL MEDIA FROM MEGAN COYNE, THE SOCIAL MEDIA DIRECTOR IN THE GOVERNOR'S OFFICE.

>> MEGAN, WHAT ROLE DOES SOCIAL MEDIA PLAY IN TERMS OF HOW THE MURPHY ADMINISTRATION THINKS ABOUT GETTING INFORMATION OUT TO RESIDENTS?

>> SO SOCIAL MEDIA IS REALLY IMPORTANT TO OUR OVERALL COMMUNICATIONS STRATEGY.

THE GOVERNOR REALIZES WHAT A POWERFUL TOOL SOCIAL MEDIA IS IN REACHING CONSTITUENTS, SORT OF AT ALL HOURS OF THE DAY, WHICH HAS BEEN REALLY IMPORTANT DURING THE CORONAVIRUS PANDEMIC.

SO WE REALLY PRIORITIZE USE OF SOCIAL MEDIA IN OUR ADMINISTRATION, WE HAVE A SOCIAL MEDIA TEAM THAT'S THREE OF US, TWO OF US FOCUSED ON WRITING FOR THE SOCIAL MEDIA ACCOUNT AND ONE OF US WHO FOCUSES ON PHOTOGRAPHY AND VIDEOGRAPHY FOR OUR SOCIAL MEDIA ACCOUNTS.

WE PUT OUT A TREMENDOUS AMOUNT OF CONTENT ON OUR SOCIAL MEDIA ACCOUNTS EVERY DAY ACROSS THE GOVERNOR, FIRST LADY AND THE STATE OF NEW JERSEY, YOU KNOW, EVERY TIME THE GOVERNOR MAKES AN ANNOUNCEMENT THERE IS A SOCIAL POST WITH IT.

THE COVID NUMBERS, THE VACCINE NUMBERS GO OUT EVERY DAY ON SOCIAL MEDIA.

>> HOW HAS SOCIAL MEDIA EVOLVED SINCE YOU'VE BEEN WITH THE MURPHY ADMINISTRATION AND NOW WE ARE IN A SECOND TERM, SO DO WE THINK ANY OF THAT MESSAGING WILL EVOLVE FURTHER?

>> SO I THINK, AGAIN, THE MAJOR SWITCH WAS REALLY DURING THE START OF THE PANDEMIC.

WE JUST STARTED PUTTING OUT SO MUCH MORE CONTENT THAN WE HAD BEFOREHAND BECAUSE OF HOW RAPIDLY THINGS WERE SHIFTING AND, YOU KNOW, WE WERE MAKING MAJOR ANNOUNCEMENTS EVERY SINGLE DAY TO PROTECT PUBLIC HEALTH.

SO WE WOULD BE PUTTING STUFF OUT EXTREMELY LATE ON FRIDAY NIGHT OR THROUGHOUT THE WEEKEND.

SO THE VOLUME OF CONTENT THAT WE WERE PUTTING OUT REALLY CHANGED A LOT.

DURING MY TIME HERE.

AS WE MOVE INTO A SECOND TERM OBVIOUSLY THE PANDEMIC IS STILL AT THE FRONT OF OUR MINDS, BUT I THINK SOCIAL MEDIA HAS ONLY BECOME MORE IMPORTANT TO PUBLIC OFFICIALS OVER THE PAST FEW YEARS.

>> YOU'RE RIGHT IN THAT, YOU KNOW, EVERYONE HAS A TWITTER ACCOUNT, EVERYONE IS OUT THERE ON SOCIAL MEDIA.

WHAT ARE THE PLATFORMS OF CHOICE AND DO YOU SEE GOING ON TO ADDITIONAL PLATFORMS THAT PERHAPS YOU ARE NOT ON NOW?

>> YEAH, SO WE RIGHT NOW ARE ON TWITTER, FACEBOOK AND INSTAGRAM FOR THE GOVERNOR, FIRST LADY AND THE STATE OF NEW JERSEY.

WE ALSO HAVE A YOUTUBE ACCOUNT FOR THE GOVERNOR AND THE GOVERNOR HAS A SNAPCHAT ACCOUNT.

WE DO HAVE A TIKTOK ACCOUNT FOR THE STATE OF NEW JERSEY.

I REALLY THINK TIKTOK IS SORT OF THE UP AND COMING -- I MEAN, IT'S HUGE RIGHT NOW SO IT'S NOT REALLY UP AND COMING, BUT IT'S REALLY I THINK THE NEXT BIG THING IN TERMS OF GETTING ELECTED OFFICIALS ON THERE.

>> ANY CONCERNS ON, SAY, OLDER RESIDENTS OF NEW JERSEY WHO MIGHT NOT BE ON TIKTOK OR MIGHT NOT EVEN BE ON TWITTER OR SOME OF THE OTHER SOCIAL MEDIA ACCOUNTS, IS THERE ANY FEAR THAT THE INFORMATION IS NOT GETTING OUT TO EVERYONE?

>> I DON'T THINK SO BECAUSE OUR COMMUNICATIONS STRATEGY ISN'T JUST FOCUSED ON SOCIAL MEDIA, WE ALSO HAVE A REALLY ROBUST PRESS OPERATION, THE GOVERNOR DOES A TON OF INTERVIEWS AND GOES ON THE RADIO AND GOES ON TV AND HE HOLDS HIS COVID BRIEFINGS ONCE A WEEK AT 1:00 P.M. ON MONDAYS USUALLY AND THAT'S CARRIED ON NEWS CHANNELS.

SO I THINK THAT WE DO A GOOD JOB OF SORT OF HITTING EVERY AUDIENCE WE POSSIBLY CAN.

>> I DON'T WANT TO PUT YOU ON THE SPOT SO IF YOU DON'T KNOW THE ANSWER TO THIS DON'T WORRY.

DO YOU KNOW WHAT THE MOST POPULAR TWEET IS OF ALL TIME?

>> OFF THE TOP OF MY HEAD I REMEMBER THAT THERE WAS A TWEET DURING -- IN THE BEGINNING OF THE PANDEMIC WHEN PEOPLE WERE HAVING HOUSE PARTIES AND WE TWEETED SOMETHING ABOUT NOT HAVING HOUSE PARTIES AND I KNOW THAT THAT GOT I WANT TO SAY 70,000 LIKES.

THAT WAS A REALLY BIG ONE FOR HIM.

THAT MIGHT BE TOWARDS THE TOP FOR HIM.

FOR THE STATE OF NEW JERSEY IT WAS WHEN WE RESPONDED TO SOMEONE WHO SAID WHO LET NEW JERSEY HAVE A TWITTER ACCOUNT AND WE RESPONDED BY SAYING YOUR MOM.

THAT GOT 500,000 LIKES.

THAT WAS THE MOST POPULAR TWEET EVER FROM ANY ACCOUNTS.

>> NICE TALKING TO YOU.

I REALLY APPRECIATE IT.

>> THANKS FOR HAVING ME.

>>> THAT WRAPS UP OUR SHOW FOR THIS WEEK.

JOIN US NEXT WEEK WHEN WE WILL FOCUS ON THE STATE OF BLACK-OWNED BUSINESSES IN NEW JERSEY.

THANK YOU FOR WATCHING "NJ BUSINESS BEAT."

I'M RHONDA SCHAFFLER.

ENJOY YOUR WEEKEND.

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WE ARE THE VOICE REPRESENTING ALL INDUSTRIES WORKING TOGETHER TO HELP BUILD A MORE PROSPEROUS NEW JERSEY THROUGH ADVOCACY, SUPPORT, NETWORKING AND BENEFITS.

>>> NJCU SCHOOL OF BUSINESS, A GAME-CHANGING FORCE OFFERING PROGRAMS LIKE FINANCIAL TECHNOLOGY OR BUSINESS ANALYTICS AND DATA SCIENCE.

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LEARN MORE AT NJCU.EDU/GAMECHANGER.

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LOCAL 102, LIGHTING THE PATH, LEADING THE WAY.

VISIT IBEW102.ORG.