Growing a business, helping a community

zu is a leading interactive agency that strives to maintain its working class roots. Last week, Saskatoon City Council and the Saskatoon Heritage Society awarded zu with the 2009-2010 Adaptive Re-use certificate for the development that was done in the new office location. CEO Ryan Lejbak received the award on behalf of zu and believes the investment into the building and surrounding community was worth it.

We spent 18 months renovating a brick building located in Saskatoon’s old warehouse district. Originally built in 1929, the challenge was to bring it up to modern standards while still maintaining its original bricks, beams, ceilings and the like.

People would often ask why we put so much effort into the building’s restoration. The answer is partly because we needed more space as the company has grown substantially over the past ten years, but part of it was to contribute to the ongoing improvement of the Saskatoon community. The location suited zu because we wanted to be downtown close to our clients, close to transportation and close to amenities for staff. What we’ve brought to the downtown community is a staff who spends money in restaurants and shops, a smaller environmental imprint, an increase in property value and the transformation of an eye-sore building.

When we talk about community these days, it seems to be about social media communities. These social media communities are the new way to network, build brand recognition, increase sales and improve your company’s profile. These communities are growing faster than any form of media has in the past. You need to be using these tools to survive as a business.

As society continues to develop these electronic communities, we have increased our need to “be in touch”. Which brings me back to the Heritage Awards. zu, by moving closer to our clients and friends, has increased our participation in old school communities. You know, the communities where you meet in-person for coffee, lunch or a drink. This in-person community takes more time and effort to develop relationships than the electronic community does. But in-person communities are more rewarding both personally and professionally.

So, while you ask yourself what you should be doing with social media, make sure that you have the fundamentals of your business down. Remember that the community around you is important and will be affected by your presence and outreach. As your company moves forward, keep in mind that social media has a social aspect to it. Call up a few clients and meet them for a coffee in the neighbourhood before trying to reach them electronically.