Week 12 Part A: Using Business Specific Online Tools

  Today, business owners must adopt tools that make collaboration, connection, and visibility not only easier, but smarter. This past week, I checked out a variety of platforms ranging from collaboration suites and networking hubs to review-based sites and niche social platforms. My goal was to figure out which ones are worth the time, and which might actually help the way I work and connect.

  The first set of tools I'll write about were collaboration platforms, and I have to admit this is an area where I’ve previously underestimated the potential. While I'm comfortable working independently, there's no denying that cloud-based tools like Slack, Trello, Notion, and ClickUp have made remote teamwork smoother and smarter. I quickly tested a few and found Notion to be the most flexible for my own work. It feels less like a project manager barking deadlines and more like a digital whiteboard, great for organizing ideas, tasks and research in one place. If I was managing a team, I’d absolutely rely on one of these to keep everyone moving in the same direction.

  Shifting focus to professional networking, I returned to LinkedIn with fresh eyes. I’d created a profile a while back but never fully tapped into the potential of its group communities. This time, I joined a few groups related to entrepreneurship, sports tech, and AI. The conversations happening there—ranging from discussions about ethical AI to niche grant opportunities for athletic startups—were Kind of useful, however feeling a little transactional. For anyone looking to find strategic partnerships, this platform still has plenty of value.

   Next, I explored Meetup, which felt like stepping into the analog world from a digital doorway. Unlike LinkedIn, Meetup is less about resumes and more about shared tech and creative talks, entrepreneur groups, and even athletic meetups. I found a group for sports tech founders and another for AI startups that occasionally meet online and in person. What I enjoyed most is how organic it felt. You're not there to pitch, just to connect. And the most meaningful partnerships come from a conversation that doesn’t start with “Let me sell you something.” If used intentionally, Meetup can be a great supplement to more structured platforms like LinkedIn.

I also revisited Yelp and Google Reviews. Many years ago I launched my tennis instruction business based on a review of my sole student's father. He mentioned: "Great with children" somewhere. His words gave life to a business that has kept me and my family blessed to this day. I feel indebted, forever. These days I work out of private clubs and am not allowed to bring in guests or provide services to non members. If I were to to start out of city parks again one day. Google and Yelp would be my first station.

  Finally, I dipped into the vibrant and chaotic world of TikTok and live streaming platforms like Twitch. Though my work doesn’t revolve around music or gaming, I saw how these platforms could be adapted to fit a wide range of content. I watched coaches break down sports drills in bite-sized clips, artists livestream their creative process, and small business owners share behind-the-scenes moments that felt more authentic than any polished ad. TikTok, in particular, has a unique ability to make something go viral with just a few seconds of well-timed storytelling. While I may not adopt these platforms immediately, I can absolutely see their value in building trust and engagement, especially with younger audiences.

  In the end, what stands out is how each of these tools carve out a different space in the digital world. No solo platform does it all, but together, they create a network of possibility.

Week 11 Part B: AI, a Social Media Engine

   In the world of digital marketing, AI is no longer just a buzzword—it’s a tool that’s reshaping how people and businesses approach their online presence. I was drawn to explore how AI is not only changing the game but actually building the stadium. It’s fascinating to watch AI move from behind-the-scenes automation to front-and-center content creation. Whether writing posts, generating visual artwork, or optimizing strategies, AI is becoming the teammate we didn’t know we needed.

   The most obvious and practical application of AI in the social media is content generation. ChatGPT, Grok, and Claude allow creators to brainstorm, structure, and polish content in a fraction of the time it used to take. I’ve personally experimented with AI-generated writing and found it to be a solid starting point when I’m stuck or short on time. For example, inputting a few simple prompts like “tennis footwork drills for beginners” or “how to promote mental toughness in athletes” will return well-organized, readable drafts that I can shape into my own voice. While I would never recommend relying only on AI to speak for you—authenticity is branding—it can absolutely help streamline the creative process.

   AI is quite capable in generating images. Midjourney and DALL·E can take a handful of descriptive words and produce stunning digital artwork. I recently tried generating artwork inspired by futuristic tennis courts, and what I got back looked like concept art for a sci-fi film. It’s easy to imagine how this could be used for promotional posters, product mockups, or social campaigns that need an eye-catching visual hook. However, the ethics of AI-generated art aren’t exactly black and white. Many of these tools are trained on existing artwork, and there’s an ongoing debate about whether this is plagiarism. It's something we need to be thoughtful about—especially when using these tools commercially.

   AI is made for tasks like analytics and optimization. There are platforms designed to track how your content performs and then offer intelligent suggestions on when to post, what hashtags to use, and even what kind of media to prioritize. In a way, this takes some of the guesswork out of audience engagement. For someone like me, who’s juggling multiple roles and projects, that’s a valuable time-saver. 

  Video is another area where AI is entering. Pictory, Sora, Synthesia and Runway are capable of taking long-form content—like training footage or interviews—and breaking it down into shareable clips. This is particularly useful for coaches or creators who have a backlog of material but not the time or technical skill to edit it all manually. With a few clicks, AI can identify and cut the highlights, and even add subtitles and transitions. 

But with all this power at our fingertips, I think it’s important to reflect on the boundaries. AI can assist, accelerate, and amplify—but it shouldn’t replace the human element that makes a brand truly resonate. People follow brands because of connection, not perfection. AI might be able to polish your message, but it can’t tell your story, with your humor, or your shortcoming. So while I fully embrace AI as a creative and strategic asset, I also see it as an asset—not a replacement.

Exploring AI in this context has opened my eyes to both its possibilities and its limitations. It’s not just a tool for efficiency; it's a creative partner. Used thoughtfully, it can help a brand grow faster, connect deeper, and stay ahead of the curve—all while letting the human behind the brand focus on what they do best.

Week 10 A: Newsletters

What’s Worth Sharing? 

A well-designed newsletter should feel like a curated space—warm, interesting, and full of personality. Here’s what I’d include:

• Before & After Projects – Everyone loves a transformation. Bonus points for storytelling with a client quote or design challenge.

• Mood Boards & Inspirations – Give readers a peek into your creative mind with seasonal palettes or upcoming project previews.

• Design Tips – Simple, visual, and actionable advice (e.g., “3 Ways to Style a Console Table”).

• Feature a Local Artist or Brand – Celebrate community and build collaborative visibility.

• Behind the Scenes – Progress shots, sketches, sourcing days—people love seeing the magic mid-process.

• Event Invites or Pop-Up News – For the Design Week event, for example.

What I’ve Learned From Other Newsletters

The good newsletters have some things in common. They’re short, image-rich, and not trying to sell with every breath. What doesn’t work? Walls of text, generic content, or poorly formatted layouts. 

Ultimately, our newsletter should echo our brand’s voice: insightful, inspired, and visually driven-an intentional space to connect, inspire, and grow.

Week 9 Part A: TikTok

Given TikTok's immense global reach and dynamic video-sharing format, it certainly has potential for interior design businesses looking to expand their digital footprint. TikTok's algorithm uniquely promotes engaging content, meaning even a new account with few followers can quickly gain visibility if the videos resonate with viewers.

Short, eye-catching videos featuring design transformations, DIY projects, quick tips, or behind-the-scenes glimpses into our process can naturally appeal to a wide audience. TikTok videos are particularly suited to highlighting dramatic before-and-after reveals that are both satisfying and shareable, enhancing our potential to go viral.

However, TikTok's future, especially in the U.S., is somewhat uncertain. Concerns about data privacy and potential bans mean there's some risk involved in heavily investing your marketing efforts here. While recent attempts at banning TikTok were short-lived, ongoing discussions about data privacy mean it's important to stay informed and adaptable.

Starting with a personal account to get comfortable with TikTok’s features might be a good approach. We could experiment initially, understanding viewer engagement and gradually shifting to a business account, which offers analytics, targeted advertising, and promotional opportunities that personal accounts don't provide.

Ultimately, TikTok could be an excellent tool for connecting visually and emotionally with clients, especially younger demographics who frequently turn to TikTok for inspiration and entertainment. Yet, keep a diversified social media approach—maintaining a presence on stable platforms like Instagram or Google My Business—to ensure the business remains resilient and visible regardless of TikTok’s future.

Week 9 Part B

 Let's be honest, when people need knowledge fast, they tend to turn to Google. For  the business owner, there's no two ways around it: Having a claimed and well-managed Google Business Profile should be a top priority (and pretty much is the definition of low-hanging fruit). With a few clicks and some minimal interacting with the interface, you can not set your hours of operation and integrate features such as photos and promotional tools that help keep customers informed.

If you have a physical store, you can't beat Google when it comes to helping customers locate you. You provide your address, and map steers likely customers right to the front door. Even better, your customers can update your Google page by posting their own photos and reviews of your business. Keeping the page fresh, responding to reviews, and interacting with the likely-to-leave-some-reviews crowd can make a big difference in the business's performance in Google's rankings.

Google offers so much more than mere listings. For those who have their own sites, adding Google's analytical scripts can provide deep insight into who your visitors are and what they're doing with your site. Even without a site, Google's built-in analytics can offer insights into just how powerful (or not) your cause is—tools to measure the effectiveness of your outreach and improve the experiences of your customers.

Google Workspace elevates things further, providing business-oriented Gmail accounts, powerful cloud storage, collaborative tools, and shared calendars. For team meetings, content coordination, or planning promotional events, Google's integrated ecosystem is set up to streamline and increase your productivity. On top of everything else, the suite contains a number of bonus tools like AI that make working in the cloud even easier.

Google often gets overlooked when we talk about social media, but for small businesses, it can be a real game changer. Local searches performed on Google too often drive more traffic and conversions than some of the oldest and most popular social platforms. I looked at a number of local businesses, and the most successful of all the ones I checked regularly update their Google profiles, have a back-and-forth dialogue with reviewers, and are plainly using analytics to drive their decision-making.

Week 8 Part B

 As I am reading through the Real Purpose of Blogging for Your Business, I immediately realized that our small interior design business lends itself well to Blogs and especially Vlogs. Before and after videos, mishaps and challenges during renovations, occasional awe inspiring projects or simple back stories to design inspiration can all become engaging content. To take this idea further one can approach a producer with the idea of a well polished design challenge/ reality TV.

However, there are times when maintaining a professional or serious tone might be more appropriate, especially if the goal is to emphasize reliability and expertise. For example, a detailed post about selecting the right materials or adhering to building codes or finances, requires serious language to relay the seriousness of the topic and build confidence in our abilities.

successful brands often blend personal stories with practical information to create trust and appeal emotionally to their customers. Yet a legal, or engineering or medical firm can't benefit from personal content in their social media presence.

Week 8 Part A

 During this week, I set up a posting schedule for Leyli's interior design Instagram page, sharing content three times: Monday morning at 9 AM, Wednesday afternoon at 1 PM, and Friday evening at 6 PM. Each chosen based on Instagram analytics, which suggested peak engagement around these times for people interested in lifestyle and interior content.

I used several hashtags, including popular ones #InteriorDesign, #HomeDecor, and #DesignInspiration. These were discovered using Instagram's Explore feature, checking competitor posts.

In addition, I created specific branded hashtags to reinforce my business identity: #DesignByLeyli and #InteriorInsights. These branded tags help followers easily find and engage with our content.

From this exercise, I learned that early mornings and early evenings on weekdays were most effective, especially Friday evenings, likely because my audience is more active and responsive heading into the weekend. Additionally, reposting Instagram content to Facebook broadened my reach significantly, connecting me with a different demographic who interacts more frequently on Facebook.

Overall, strategic timing, targeted hashtags, and cross-platform posting proved invaluable for enhancing engagement and expanding our brand's visibility.