Joining me today is Toby Bloomberg. She is the founder of Bloomberg Marketing and author of the Diva Marketing Blog. She also sits on the board of the American Marketing Association.

Natalie: You have been writing the extremely popular Diva Marketing Blog for 5 years now. You also help other companies develop online marketing strategies and leverage social media and blogging. What are the most important lessons you’ve learned about blogging and social media?

Toby: Thanks for the opportunity to talk social media with the She Takes On The World community. I love the name!

At this point in the social media evolution some people are looking at social media as a nifty digital channel to deliver the same old messages crafted from traditional marketing tactics. They made be wrapped in shiny new packaging but if you rip off the paper, it’s still a one way direction.

For me, at its heart, social media is about building and nurturing relationships with people on both sides of the fence: company employees and customers/stakeholders. It’s one of the few times that the fence comes tumbling down and employees and customers play together in a common, and very public, environment. I’ve learned that social media is built on a culture where creating value for your customers is critical. Some people call it being authentic and transparent. At the end of the day, stronger relationships help cut through the message mess clutter and bring your product or service higher in the consideration purchase set.

Natalie: What’s your biggest piece of advice for starting a company blog compared to a personal blog?

Toby: Without a strategic direction a blog, or any social media tactic, is just a cocktail conversation and not a business initiative. It’s important to understand the benefits and risks of the tools or tactics in order to determine which will best support your objectives and goals. Then you are set to build your social media strategy beginning with identifying objectives and goals that align with your business outcomes. Don’t forget to include “success” measures too.

Natalie: We’ve been talking a lot about work-life balance for women and the study that shows the happiness of women is declining. What are your thoughts on these issues?

Toby: Your question brought thoughts of my mom who worked alongside my dad in their marketing research company. Did her happiness decline from when she was “just” a mom and wife to when she became not only a working mom but the co-owner of a small business? I don’t know. However, I wonder if we have a different definition of “happiness” or if our expectations of happiness have changed.

Natalie: What advice do you have for other women entrepreneurs?

Toby: Don’t be surprised when “the business” takes on its own personality. It’s so easy for your business life to merge with your personal life. It’s so easy for you to lose track of time. It’s so easy to put the business first. If you work from your home or in an office by yourself, set boundaries even if it’s a ritual of how you begin and end the day. Most importantly, remember to have fun!

Natalie: What is a day like “in your heels?”

Toby: The joys of working virtually… sometimes those “heels” are pink slipper socks or flip flops. My ritual begins with walking up the stairs to my home office with a steaming cup of coffee in the diva cup that my nephew Scott gave me. My dog Max follows me but his ritual is to look out of the window and keep track of squirrels while mine is to turn on my computer.

My day jumps into client work that ranges from research to strategy. Assignments often bring team conference calls that usually include people from multiple locations. Along the way I monitor and participate in the social web including writing posts for Diva Marketing and prepping for podcast interviews for Diva Talks. I usually pop into Twitter a few times a day, read a few blogs, and visit Facebook and LinkedIn.

One of my passions is helping people understand social media as a credible marketing strategy so I speak at marketing and social media events and conduct workshops.

Taking online offline is the best. My day often ends with kicking off those heels and meeting friends over a glass or two of vino or a chocolatetini!

Natalie: Sounds like a great way to end the day! Thank you so much Toby.