Building and strengthening community through social media

By Sarah Dieckman, Marketing Communications Manager, Goering Center for Family and Private Business

When the pandemic hit, Matthew Dooley witnessed many of his clients suffer – Dooley Social Studio quickly took action, mapping out those who were most at-risk and working with them to develop a plan of attack. Frequent, authentic communication with each client was key. Clients pulled closer to the studio, not only because of their existing relationships, but also because of the importance of communicating via social media during a time of social distancing.

During one of their most uncertain stretches, Dooley found MACKEY, their accountant, to be a vital connection: MACKEY helped with scenario and cash flow planning as well as securing multiple financial backstops, including PPP, EIDL, and an LOC. The financial discipline and forward-looking approach carried them through the rest of 2020 and was instrumental in Dooley having the best year in the company’s history.

At the start of the pandemic, Dooley decided to share what they knew best to help local businesses survive, offering complimentary online events and social media workshops to their community. Their team covered a variety of tactics and content – from LinkedIn Best Practices to Instagram Stories to Facebook advertisements – impacting hundreds of people by sharing their expertise during a time when companies were seeking to strengthen their digital presence and connections with their audiences.

After a year-long hiatus, Dooley brought back “Social Media Show & Tell” in December 2020. To match the feeling of in-person events, their team created a “day-of-event” package – filled with cozy items, including custom socks, coffee, and a scented candle – and hand-delivered them to all local attendees. The response was overwhelmingly positive. Fast forward to 2021: job candidates often note that these virtual events brought them closer to Dooley because of the goodwill and awareness the company generated.

To keep their growing team connected, Dooley starts each meeting with gratitude. “Before diving into tasks or client updates, we start with what we’re grateful for,” shared Matthew Dooley, Partner & CEO. “It not only kicks off the meeting on a positive note, but it also brings us together. Even when apart, we can witness what’s going on in each other’s lives.” Building camaraderie with the team was a priority for Dooley – whether it was hosting a virtual happy hour, or designing and shipping a team poster to their employees to tie them together, while they were working in different locations.

“As a result of all this, I’ve experienced joy and connection with others that I don’t think would have necessarily happened otherwise. So, as we transition to this ‘new normal’ and return to some of our old routines, I’m hopeful that new habits will stick and that the world will be an even better place to grow a business.”

Featured image: Matthew Dooley (Partner & CEO) and Keri Stephens (Partner & COO) of Dooley Social Studio

The Goering Center is sharing this content as part of its 2021 Family and Private Business Awards celebration.