by De’Juan Galloway
Wayne Sutton is a self-proclaimed geek, who has been immersed in digital media even before its exponential growth. In fact, he was the 847th user of the micro-blogging platform Twitter, which now boasts millions of users. He has over 30,000 followers, a social media blog and a valued opinion. His transition from gadget blogger to social media blogger proved to be the right move for Sutton as his website SocialWayne.com is now a popular social media destination. His firm grasp on social media and emerging technologies are not only beneficial to him online but also conducive to his business-building activities offline.
He consults for start-ups and speaks at the nation’s top tech events. According to Pulse2.com, he is one of 100 Social Media Experts to follow on Twitter. In this interview, the ubiquitous Mr. Sutton shared his prospective on digital diversity and the urgency for African-Americans to use the space for business and brand building.
Favorite website: Techmeme.com
Favorite read: Bible
Recent read: ReWork
2010’s ultimate goal: Provide valuable services and have current startup projects be successful.
Quote Governing Wayne’s Mission: “Make it happen!”
Twitter: @waynesutton & @socialwayne
What attracted you to the digital world?
I am a geek! In high school, I was an artist who liked to draw. I was one of the people that figured out how to draw on a computer. I went to The School of Communication Arts in Raleigh, North Carolina and then became a computer graphic designer. My life story in one sentence is; I was a graphic designer, network administrator, internet marketer turned social media leader.
What prompted the creation of SocialWayne.com?
I have been blogging since blogging’s beginning. I had blogs on Blogspot, Typepad and WordPress, when they first began. I started with Wayne-Sutton.com, which was a tech blog where I focused on gadgets. Afterward, I began my test blog that emerged around the time Gizmoto, InGadget launched. I used to call myself the ‘Unofficial Web 2.0 Beta Tester’–every time a new site came out, I would get an account.
I got a job at a television station doing social media and community management work for them. However, I saw the direction social media was going and I wanted something simpler and more focused. In 2007, I transitioned the tech blog into a blog about social media and that’s when I launched SocialWayne.com.
What is the purpose of SocialWayne.com?
It is a place where I can use my voice to discuss what is happening in the industry and talk about various tools. I like that online and offline, people say, ‘I enjoy your blog.’ If there is one person who tells me that, then I am happy.
How would you characterize the growth of SocialWayne?
The growth of SocialWayne has been more about what SocialWayne has allowed me to do versus its traffic. It’s nowhere near the traffic numbers I would like. However, when I combine my Twitter followers, presence on Friend Feed and other sites, my blog can reach thousands. Without those channels, I couldn’t have had all the opportunities it has created for me.
What makes SocialWayne outstanding compared to other blogs on the digital conversation?
If people see me online and they like my web presence and know I have been doing it for awhile, they begin to value my opinion. When visitors ask questions, I try to answer those questions by blogging about it–I am very humbled that they value my opinion.
If you take a my experience and distinctiveness, then there is value in for someone looking for information on various web tools, on platforms such as Google Buzz, iPad, online marketing and online etiquette.
Each day this past February you profiled minority figures impacting the social web. How was #28daysofdiversity born and what is the purpose of spotlighting these individuals?
It started by being an African-American in the tech space and noticing the increased presence of African-Americans in the technology scene in the last six to eight years. I remember in the late nineties, Microsoft TechNet would have regional conferences and I would be the only African-American there. I still go to web conferences and there may be only 2% African Americans there.
I don’t blame it on anyone. I look at it like it is a two part thing. First, conference organizers have to reach out and make sure people of diversity know about your events. Secondly, minorities [need to] better educate themselves. You have to go and get it – no one is going to give you anything.
Why is it important for African Americans to immerse themselves in new digital media?
We should immerse ourselves because it is the future. It is a part of learning and preparing for what is next. People don’t talk about the digital divide enough. It’s important that we participate in the digital space because everything is going online, everything.
Some of the most visited sites for African-Americans are gossip blogs and entertainment sites. How do we create an awareness about platforms such as Atlantapost.com and SocialWayne.com?
It’s a culture thing. Its tradition and I am not someone who likes tradition. Gossip is one of those traditions that has really stuck with us. We are drawn to sites like Mediatakeout and Necholebitchie–some people would call these blogs trash. Here I am trying to write grammatically correct and intelligent posts and if I misspell something, I can get criticized. I understand people want well written posts but these sites say and post whatever and still receive massive amounts of traffic. My friend manages blogs for Bad Boy Records which get tons of traffic. He and I were discussing that people of color think of blogs in a negative way because they associate blogs with gossip sites. There is so much more than gossip sites in this space. We as a people have to look beyond that and come together when we see a good site, support it and use all available channels to promote it. We have to set competition aside and support each other. The internet is big enough for everyone.
What are some approaches to supporting one another in the digital space?
When Black websites launch or have developments why don’t we do what Google or Mac does when they have new product? They use channels all over the web to receive buzz. Getting web-wide exposure is the name of the game. I think there is this urgency around who is first on the stories but it doesn’t matter who is the first one on the story. What distinguishes your platform is the commentary you add on the story.
How can we utilize the online space to initiate dialogue on socio-political and cultural issues?
The most important things are communication, education and having channels set up, so people can locate that information about the issues that plague our communities. We have to constantly have dialogue about these subjects. In 2008, I went and had an HIV test, took a picture and posted it on Twitter, just as a way to create awareness. Whether its World Aids Day or any day that is reserved for a cause, we have to funnel our energy around it. It is important that we use the tools and network to build up these conversations within our community. It is all about working together and connecting.
Black owned business account for 10-12% of business ownerships—does the new digital landscape have the potential to increase this?
I believe this is the opportunity for the next generation African-American tech entrepreneurs. We just have to find these individuals and support and encourage them to launch their own companies. Because of our culture and new technologies, we will see a new wave of entertainment. The “next BET” will be in the digital space with a black owned business model behind it, without any association to BET. There will be a digital model built online for the music industry that works for everybody and African-American entrepreneurs will have the capacities to bring these innovative businesses about. African-Americans are already heavy consumers online, which means we are there and are aware of what is happening.
If I were an African American entrepreneur what would be critical steps I can take to position my business online?
You should first establish your own domain name, an analytics program, create a presence on the social web, and conduct market research to locate your customers. Online, everyone is very visual and customers are grabbed by professional and modern design. Smart business people wouldn’t allow their physical store to look outdated because no one would want to patronize it if that were the case. You have to think of your online brand in the same way. People want something fresh, new, creative and unique. Once you have all of those components you have to observe how it looks as a whole and how your different platforms connect.
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