May 19, 2020

4 Reasons Your Business Should Be On Social Media

Ginny Grimsley
3 min
4 Reasons Your Business  Should Be On Social Media

When they need to make personal connections with the rest of humanity, more and more Americans are doing so via the Internet.

RELATED TOPIC: The Most Popular Social Media Platform Used in Canada is to Get Even Better

A 2014 study by the Pew Research Center showed that 74 percent of adults who go online use a social networking site, whether it’s Facebook, Twitter, Instagram or something else.

“It’s clear that nearly everyone makes an effort to connect some way through social media,” says Doug Vermeeren, CEO of Business Networker (, an online site that helps small and independent business owners make professional connections.

“A lot of that time is spent sharing vacation photos, debating politics or chatting about everyday events in their lives.

“But businesses are missing out if they don’t understand how powerful online networking is, and how it can help them connect with potential customers and other businesses they could form partnerships with.” 

Vermeeren says there are several reasons business professionals are making a mistake when they fail to take advantage of online-networking opportunities.

RELATED TOPIC: Top 10: Social Media Tools 

•  If you are not networking, you are not working. Networking itself is nothing new. Business people have always found ways to connect with potential customers and clients, whether by joining organizations, playing a round of golf or working the tables at a Chamber of Commerce breakfast, Vermeeren says. “These days, social media is replacing real-world relationships,” he says. “That can have the downside of removing the personal touch, but it doesn’t have to be that way. A good business-networking site can help you keep that personal touch in both your online and live networking.”

•  The customer and you. No matter how good the idea behind your business is, all business transactions still require two essentials: you and a customer, Vermeeren says. Networking in general helps you identify some of those customers, but online networking can do so even more quickly and efficiently, helping you cast a wider net than you could by dropping in on a local business-networking function.

•  An extra problem solver. The better networked an individual is, the more solutions they have access to in order to solve challenges that affect their businesses, Vermeeren says. It’s the old “two heads are better than one” concept extrapolated many times over. “Someone probably has already dealt with a problem similar to one you are facing now,” he says. “Being able to draw on their experience could save you a lot of time, trouble and money.”

•  Social media is more than social. In the past, much of the networking through social media was designed for connecting on an entertainment or personal level, Vermeeren says. Some businesses have come to realize what a powerful tool social media can be for them, he says, but they had to try to adapt to sites that weren’t necessarily designed with their goals in mind. That’s why Vermeeren saw the need for a networking site that could serve as a resource to help businesses identify customers, strategic alliances and joint-venture partners.

It’s important to understand that not all sites are created equal or serve the same purposes, Vermeeren says. Some are great for connecting socially. Others might be good for job recruiting. But businesses also need to be able to build professional relationships online, and have those relationships evolve and eventually turn into mutually beneficial transactions.

“Yes, online networking is important,” he says. “But you also don’t want to waste your time. You need to make sure your online-networking experience is allowing you to build strong relationships with other business owners to help make your business grow.”

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Jun 18, 2021

Microsoft: Building a secure foundation to drive NASCAR

3 min
Racing fans can expect the ultimate virtual experience as a result of the partnership with Microsoft and NASCAR

Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).

These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack. 

“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”

“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”

“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR

  • Empower employees productivity and collaboration
  • Improve fan engagement and experience
  • Improve environment security and IT productivity
  • Improve racing operations


Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.

“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”

“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives. 

“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.

Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”

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