Stanley "MC Hammer" Burrell (Image: File)

He had hits from the late ’80s to the ’90s, from “U Can’t Touch This” to “2 Legit 2 Quit,” setting records as the first hip-hop artist to hit diamond-selling (10 million units sold) status. He created a multimillion-dollar brand, from those infamous Hammer pants and dance moves to TV shows, a record-label executive post and a Christian ministry. He’s been in the news for his financial missteps, from dealing with bankruptcy to recent tax woes. And through it all, there were moments where Stanley “MC Hammer” Burrell thrived and others where he had to survive. Now, he has taken his business and his brand into new arenas by learning to diversify.

Most recently, Hammer has reinvented himself as a social networking mogul. With an audience of millions (more than 2 million on Twitter alone) and a passion for the possibilities of social media platforms, he is often tapped to share his wisdom at prestigious universities such as Oxford, Stanford and Wharton. Calling social media a “tool of empowerment,” he believes in the power of its influence and the importance of being able to mold and control the message you want to send to the world, whether it’s political, social, or about one’s business. “People are able to mobilize, communicate and get the message out,” says Hammer, who is slated to be a speaker at this year’s Black Enterprise Entrepreneurs Conference May 22-25. “And local governments can no longer control the messaging. As long as you can control the messaging, you can create a perception of what life is, or even of who a person is, with social media.”

In 2008, the Oakland, California, native found a way to combine social media, dance and music via DanceJam, an exclusive Web community where one can watch, learn, and highlight their talents among others in the industry. “It was the culmination of some particular thoughts I had over the years in watching the social Web start to develop, in particular video-on-demand on sites such as YouTube,” he says. “I had an idea of a concept of how I’d like to see that on the Web, and that’s how DanceJam was created.”

Further adding to his portfolio, Hammer founded a mixed martial arts company, Alchemist Management, in 2010, tapping into a passion for the sports business that began when he worked as a youngster in the front office of the Oakland As. “I’ve always seen the energy around sports, and sports fans are a tremendous opportunity from a business standpoint.” With Alchemist, Hammer is able to manage, market, promote, and brand-build for fighters.

As an award-winning music industry veteran, Hammer has learned a thing or three about resilience and persistence, especially when it comes to finances. Infamously known for amassing millions and then having to file for bankruptcy in 1996–and reportedly having recent problems with the IRS – Hammer attests to relying on solid business principles and forward movement to stay in the game. What got him through? “Faith first, and then a true understanding of business second,” he says. “There was never a stopping point. The creation of new ideas and new businesses was a continuous process.” Throughout his career, with the building of relationships, getting into new ventures and using the skills he learned throughout his career to amass a multimillion-dollar fortune, he was able to keep the momentum going, he adds.

So what’s next for Hammer? With music always being part of what he does, he says fans can look for more Web-related projects, including a one based around utilizing the total potential of social media and social Web. He’s also continuing growing Alchemist Management, having recently signed two new fighters to the roster.

Want to hear MC Hammer share more of his business and social media insights? Meet us in Atlanta at Black Enterprise’s Entrepreneurs Conference May 22-25, 2011. Visit blackenterprise.com/ec for more details. As an incentive BE is offering you a discount on early registration: Just enter code BEDG295 and receive $200 off.

Ethnicity Models CEO LaShawnna Stanley has expanded her brand into Web commerce.

Ethnicity Model Management CEO LaShawnna Stanley has been providing the hottest in minority model talent for companies, including MTV and BET, for more than a decade, striving to showcase a diverse view of beauty.

The 40-year-old industry vet took what she learned – and earned– in corporate America to start her own clothing store and eventually, the agency, a company whose image was once linked with that of raunchy music videos and scandalous vixens. Through the years, Stanley has transcended such a stereotypes, expanding her client list to include Chevrolet, Burger King, KFC, and international fashion houses.

BlackEnterprise.com talked with Stanley about why she stuck with her niche, how she continues to advocate integrity in the industry, and how the Web has helped her continue growing her business.

Why did you start Ethnicity Models and what niche were you tapping into when you first started?

I wanted to model when I was younger, and there wasn’t a market for ethnic girls unless you were 5’9 or size 2.

I would have models in the store [in Miami] and I liked the way the girls looked wearing the clothes from my boutique—the curvy women. I would have fashion shows to promote the clothing in the store. And from there, Ethnicity Models came about.

There really was no market for ethnic women back then. I started at the same time when hip hop was becoming mainstream, and they wanted models to reflect the urban market.

Your agency is often attached with the negative image of the ‘video girl.’ How have you been able to surpass the stereotype and keep your business expanding for so long?

In the beginning, you didn’t see us in commercials and print ads. They let us in in the video market. Did we make some mistakes and do shoots that were raunchy? Yes we did. But we learned from our mistakes.

Those mistakes helped me learn to babysit my brand to ensure that it didn’t turn in the wrong direction. I decided to be selective and not do raunchy shoots. I’d ask for the lyrics or for information about what the video would entail. I’d also ask about the styling of the models.

Now, we’ve done fashion shows internationally, and we’ve had clients contract models for films, commercials, and marketing campaigns. Keeping it classy, not raunchy, left the door open to do other things. In really taking a stance and not compromising what I felt was right, even though I was trying to grow a business– that got noticed.

You’ve grown your business, venturing into Web with Ethnicity Talent, which includes social networking for models and other industry professionals. What led you to do that?

Now that everything is on the Net and easily gets viral, you can use that to maximize your exposure. Everything is viral and mobile. You can start almost any type of business from home with very little overhead cost in this business.

This is a way for models and other professionals to gain exposure and have access to our talent.

What should an entrepreneur know or have before starting a model management company?

• Protect your brand and have integrity. Integrity is No. 1. That will take you a long way, Stanley says. “There’s a fine line between people not wanting to deal with you, and people respecting you. Be likable but firm,” she adds.

• You have to have people skills. Ninety-nine percent of business in this industry is referrals, she says.

• Get informed and do your research. Get online and figure out who’s who and what’s in demand.

• Be aware of what type of clientele you want to attract. Get a nice selection of models with tasteful images. Once you get the models and build a Website, reach out, and develop a network.

• Become the best at what you do so that people will want to come back. I was confident about my product. I’d say, ‘I have the best models, so you have to call me back.’

Black Enterprise is now on the cutting edge of technology, delivering content and services in any form accessible to our audience. Just in the past decade, we have grown from a single-publication entity to an expansive multimedia enterprise. Today, our audience can gain our valuable, proprietary information through this magazine; on our two television shows, Our World with Black Enterprise and Black Enterprise Business Report; at our three events, Black Enterprise Entrepreneurs Conference + Expo, Women of Power Summit, and Black Enterprise/Pepsi Golf & Tennis Challenge; and on the redesigned, turbocharged BlackEnterprise.com.

In this anniversary month, we have decided to make Black Enterprise available on a fifth platform: the iPad. Virtually every division of our company—from Editorial and Interactive to Sales and Marketing—came together for the development of our iPad app. With the tap of a finger, you will receive additional resources, real-time stock quotes, slideshows, and related videos. Our iPad edition will provide you with yet another engaging, accessible experience from Black Enterprise and the option to customize issues by subject matter, areas of interest, and priorities. Besides being what I consider the ultimate in customer service for our audience, I just think it’s very cool. Stay tuned for future mobile apps that will enable you to access our information in an even more dynamic and interactive fashion and make black enterprise a seamless part of your life.

This is also a time for renewal. Nostalgia has its place but, true to our tradition, we must forge ahead, conquering the seemingly insurmountable and achieving what others would deem unimaginable. In short, our mission is just beginning. While African Americans have, in general, narrowed the income gap and a select few have gained some of the most powerful positions on the planet—including the presidency of the United States—the wealth divide is not only Grand Canyon-wide but it is expanding. Take a look at recent statistics: According to the Center for American Progress, a Washington, D.C., think tank, minority households retain 16 cents in wealth for every $1 held by a white household.

Moreover, among individuals earning annual salaries of more than $75,000, African Americans held assets valued at only $18,300 while their white counterparts had assets of $238,400, according to a study by Brandeis University’s Institute on Assets and Social Policy. Homeownership was not a factor in the survey, which defined net worth as assets such as cash, stocks, and bonds minus liabilities such as student loans, credit card debt, and car loans. But, despite our growth in homeownership over the past four decades, African Americans still lag behind whites in that area. U.S. Census Bureau research indicates that as of the fourth quarter of 2009, 74.5% of whites owned homes compared with 46% of African Americans.

Against this backdrop, Black Enterprise will be even more vigilant in providing you the information and services necessary to grow your business, advance in your career, or boost your investment portfolio. To that end, I laid out major tenets that will carry us forward over the next 40 years.

First, multigenerational wealth-building must remain our top priority. The Brandeis study revealed that about 25% of white families inherit money and that they receive, on average, $10,000; on the other hand, less than 8% of black families gained an inheritance, and the average sum was $900. We must commit to passing down wealth to the next generation. For years, I have said that we have to move beyond merely earning money to accumulating wealth through homeownership, saving, and investing. We should use compound interest to our advantage and wisely place our money in vehicles such as stocks, bonds, and mutual funds which, over time, will greatly appreciate in value and increase our net worth.

Given the recent economic downturn, it is vital that all of us become more strategic and tenacious in maximizing our dollars. That’s why a year ago I directed our editors to totally revamp our decade-long financial literacy and empowerment program, renaming it “Wealth for Life.” In fact, this year we made it the tagline that drives everything we do at our company. We have designed principles and action plans to enable you to reach your financial goals, regardless of your life stage, income status, or occupation. As a result, we’ll be able to pass on real wealth to our children so they can attend the best schools, develop viable businesses, and strengthen our institutions.

Next, we must nurture the next generation. I wholeheartedly believe that it’s critical to embrace new blood, cultivate their talents, and provide them with opportunities to perform at the highest level. That’s why we introduced BE Next–emerging business leaders ages 21 to 35. In fact, roughly 40% of Black Enterprise employees are represented in this generation. Moreover, my children, Erika and Kristin, 19 (who were taking college exams and not available for the photo), Earl III “Gibby,” 18, and Teddy, 15, serve as my own in-house focus group on how young people communicate, live, and spend money as well as what  they aspire to achieve. I have been told by each of them that they would rather text me than talk to me– they can’t be bothered!

It is the mission for entrepreneurs and executives of my generation to offer support and guidance to these rising stars in the same manner that my father’s generation mentored us. It will be our way of maintaining forward momentum related to African American participation in global business. And there are boundless reciprocal benefits: BE Nexters gain valuable insight and capital to pursue new ventures, while those who comprise the “BE Now” set acquire fresh perspectives and technological innovation. I fully expect to see those on our 40 Next list on future rosters of the be 100s and Most Powerful Executives in Corporate America.

As I’ve stated before, the past is a reference tool to help us avoid land mines and to place plans in historical context. I always follow the philosophy that “past performance is not necessarily indicative of future results.” We must move forward, fully committed to charting unexplored territory, facing new, daunting challenges, and making even greater strides in decades to come. As each of you seeks to achieve individual and collective goals, let black enterprise serve as your guide to a brighter future.

The Right Tool for the Right Job
Still you have questions: How do I find an audience? Which tools should I use? More importantly, how do I make money? “When clients come to me, that’s usually the first question they ask,” notes Alandis K. Brassel, 25, founder of Go Forth Music. His New York City-based company develops digital marketing and branding strategies for independent musicians.

Brassel says that entrepreneurs need to first understand their target audience and should assess their online presence before jumping onto multiple platforms. Once Brassel establishes a digital home for a client, typically a WordPress site, he uses e-mail and text messaging campaigns and social networking to establish brand consistency. “It’s about picking the right tools,” he says. “You don’t have to be on everything—Facebook, MySpace, Twitter, or the new thing coming out next month.”

Better, Not Bigger
A plethora of tools, the prevalence of “experts,” and too much “noise” in the marketplace can lead to anxiety for entrepreneurs who think that in order to reach clients, they must be everywhere. “Clients often come to me and want to know, ‘Can you get me a lot of followers?’ But the followers have to be in your target market, and you have to build a relationship,” says Tasha “TC” Cooper Coleman, Esq., CEO of Upward Action L.L.C., a brand development, social media, and digital marketing agency in Caldwell, New Jersey. Coleman, 35, has a client roster that includes NASA, United Negro College Fund Special Programs Corp., and the Society of Hispanic Professional Engineers Inc.

(Continued on next page)

Embrace Multimedia
A good strategy begins with the basics. “A successful digital strategy has to be integrated into your traditional marketing strategy,” Coleman says. “Invest in someone to help you create a strategic plan of action in the beginning, even if you decide to execute it yourself—but only after you have a clear strategy and a clear direction.”

Coleman uses a variety of tools with clients but finds value in HootSuite, which lets users manage multiple accounts; Ping.fm, which lets you update multiple social profiles (Ping.fm was acquired in January by Seesmic, which helps Twitter users manage contacts and updates); and TubeMogul, which lets clients distribute, track, and measure user engagement with their videos.

For many entrepreneurs, video is the final piece in a cohesive marketing strategy. It’s also unfamiliar terrain that provides multiple opportunities for missteps.

It’s crucial that those engaging video as part of an overall strategy get it right, says Mary Spio, 37, co-founder and president of Vidaroo Corp. (formerly Gen2Media Corp.), a video technology, production, and marketing company based in Orlando, Florida, with offices in New York City (Read “A View to a Killer Business Model,” Techwatch, December 2009). Why is it crucial? A 2009 report by the Pew Internet & American Life Project shows that online use of video sharing sites is growing: 67% of adults ages 30–49 and 90% of adults in the 18–29 age range now use video sharing sites.

“How-to videos are effective,” notes Spio. “Even product demonstrations should be considered. Being able to demonstrate your products or offering your expertise through tips or telling your story can be valuable.” Still, there are lots of myths about video. The major misconception: it’s expensive. But Vidaroo, for example, offers solutions starting at $99.

Sonya A. Donaldson is an editor-at-large at Black Enterprise.

Karen Taylor Bass, The PR Expert, provides entrepreneurs, corporations, and mompreneurs with essential branding, marketing, and public relations coaching; www.karentaylorbass.com and www.taylormademediapr.com. Follow Karen’s tips and Caviar & Chitlins moments at Twitter, twitter.com/prexpert.

First, let’s talk about what public relations entails: fostering public goodwill and creating a favorable opinion for a product, person, or thing. Basically, it attracts consumer attention to a product and is generally a well planned campaign. Public relations is not about creating a one-shot hype campaign, planning a special event, and hosting a party for the media. That’s called publicity.

Lisa Price of the popular and multimillion-selling natural haircare company Carol’s Daughter certainly secures A-list PR now, however, that was not always the case. So what did she do?

She created both short-term and long-term plans, hired top-notch professionals – strategic marketing and brand expert Steve Stoute, along with celebrity endorsers including Will and Jada Pinkett Smith and Mary J. Blige — to promote her brand and business.

Most burgeoning stars and business owners hire a publicist, which can range from $2,500 to $10,000 a month. It is possible to do it yourself, and as the PR expert, I’m going to show you how.

These strategies will not only get you started; they will empower you to win and standout from the competition:

1. Define your message: Take the time to write and research what you want to convey, identify your target audience, your strengths, niche, and specify what you are offering that is different from your competition. It’s not always about being the best – it’s about being consistent and giving the same experience each time.

2. Create a logo: A logo also called the identity is the heart of your company and brand. The identity becomes the face for your brand and it must reflect the essence of what your company represents. While you might think that you can create a logo yourself, consider that a company can spend millions of dollars to develop just one logo. I suggest using a professional. Visit graphic design organization sites such as AIGA and Graphic Artists Guild.

3. Disseminate your message appropriately: What tools will you use to spread your message (press release, biography, blog, etc.)? If you want to get the most out of your budget, start with a press release and a biography (highlights of your success), a well-written biography can range from $500 – $3000. Also, begin to blog about your expertise and offer tips to garner media attention.

Monthly press release: This is generally used to announce something new with your company – it can be a product, award, new hire or new client. Press releases typically range from $250-$1000. Black News and National Newspaper Association each cost about $150 and will send out your press release to over 50,000 consumers. NNPA will send your press release to all the national black newspapers (over 270), and it will also send you a PDF of each story that is written about you or your product).

Having an interesting and compelling press release is a sure-fire way to guarantee coverage. My e-Book, You Want Caviar But Have Money For Chitlins: A Smart Do-It-Yourself PR Guide For Those A Budget ($13.99) provides step-by-step tips along with a diagram to write an A-List release.

Media meeting: Read and get to know journalists who write about what you’re selling. If you like an article they wrote, send them a note, and definitely follow them on social media platforms like twitter and Facebook. Don’t always think about the pitch – get to know them first.

Website: This is your ultimate marketing tool to running a profitable business with an international presence. You will need to hire a Web designer or a Web hosting company to create the site. Visit http://www.smallbusiness.yahoo.com and http://www.networksolutions.com.

Be sure to choose an appropriate domain name.  It represents both the Web address of your site and the name visitors will use to refer to your company. Keep in mind that you want to own and purchase your domain name to secure your rights as your brand becomes profitable. Many companies offer competitive pricing, visit Networksolutions.com and Godaddy.com.

What have you done to get the word out about your company?

Part II of creating A-List PR on a shoestring budget will continue next week.

Karen Taylor Bass, The PR Expert, provides entrepreneurs, corporations, and mompreneurs with essential branding, marketing, and public relations coaching; www.karentaylorbass.com and www.taylormademediapr.com. Follow Karen’s tips and Caviar & Chitlins moments at Twitter, twitter.com/prexpert.

Chris Curtis stresses the need for small businesses to have a strong web presence.

Chris Curtis is the founder of Web Business Ownership LLC. She assists small business owners in developing an Internet strategy for expanding and growing their companies. Curtis was a panelist on the How to Really Work the Web session at the Black Enterprise Conference + Expo. Check out her three tips for increasing your online presence. Related article: Tech Tools for Entrepreneurs

Daymond John

Your brand is your business. Establishing a trusted reputation amongst consumers can mean the difference between success and failure as an entrepreneur. But how can you gauge whether the competition has the upper hand?

“Entrepreneurs need to constantly make an effort to improve branding,” says Daymond John, business mogul and founder of the FUBU clothing line. “The process of re-branding never stops.” This is something John knows all too well as he is reacquainting the American market with his popular urban clothing line, re-launching as an “all-American” timeless classic. A guest speaker at the 2010 Black Enterprise Entrepreneurs Conference in Atlanta, John will be helping other business owners figure out what it takes to build and maintain their brand. Take a sneak peak:

BlackEnterprise.com: You authored the book, The Brand Within. What would you say is the number one thing entrepreneurs need to remember when developing a brand strategy?

Daymond John: The number one thing entrepreneurs must remember when developing a brand strategy is the brand’s three-word mantra. Creating a three-word brand mantra defines what the brand stands for. It’s important for the public to understand the brand’s mission statement but the employees have to understand it, too, so they can believe in what the brand stands for. Here are two examples of brands with strong three-word mantras: BMW—fine German engineering, and White Castle—what you crave.

BlackEnterprise.com: What are the key signs that your business is becoming stale in the public eye?

Daymond John: Signs that indicate a stale business are a decline in revenue, employees not excited to work for the company, and new brands/competitive brands entering the marketplace too easily and cutting into your brand’s market share.

BlackEnterprise.com: Some companies attach celebrities to their products. If you’re a small business owner and don’t have that type of pull, what strategies can you use to still build that type of recognition?

Daymond John: It’s going to be difficult to create the same level of branding as a company with a celebrity endorsement if you don’t have the capital. But here are some other strategies small business owners can use to build a strong brand:

• Work with other brands that don’t compete with yours to create a beneficial leveraging opportunity for both parties.
• Create a large following via social media. Create a contest or giveaway using the many social media channels.
• Start with a local celebrity or influencer, such as an up and coming artist or community leader.

BlackEnterprise.com: Many entrepreneurs and small business owners are on Twitter and Facebook and are blogging, but they’re not doing it effectively. What are a few tips for leveraging social networks more effectively?

Daymond John: You can start with special offers and contests. For example, use Twitter and Facebook as channels for sending coupons to customers. Another thing people should take into consideration is word-of-mouth marketing, which can now be utilized on Twitter. Have brand followers and consumers use the brand’s hashtag—for example, #fblegacy—when commenting on the brand. Before long, the word will spread.

I created an empowerment organization and social networking site for plus-size women in 2006, but now I see hundreds of organizations like mine. I’m frustrated because I helped pioneer this trend and now I’m getting lost in the mix. One problem may be that I’m too busy. I don’t have the support I need. What can I do?

—T.M.
Via E-mail

I see what you mean. The old adage, “Imitation is the sincerest form of flattery,” doesn’t always make you feel better.

Unfortunately, you seem too bogged down to successfully carry out the tasks of managing your organization and Website. But you must find the time if you want to see them blossom into something other than a pastime.

In figuring out how to devote enough time to your organization, consider all the people who rely on it for motivation, support, and information. To get a handle on the site, solicit help from those within your online community. They may be willing to lend a hand in generating content to keep the site current, which will also make them feel more engaged with and invested in the site. Check out Barack 2.0: Barack Obama’s Social Media Lessons for Business (White Bullock Group Inc.; $39.95) by David Bullock and Brent Leary. With its interactive online companion (www.barack20.com), this book offers a plethora of tools and advice about social media as it applies to small business.

No one likes to visit static Web pages. Making  your site resonate with visitors will help thwart imitators or duplicators.

Jones' firm is among those developing feature-rich e-mail content. (Photo by Darnell Wilburn)

Reports of e-mail’s fall have been greatly exaggerated, to paraphrase Mark Twain.

If you’ve read news about the state of e-mail anytime in the past year, you might have formed the impression that this ubiquitous mode of communication is nevertheless drawing its last breath. Headlines proclaiming, “9 Reasons E-mail Is Dead” and “Why E-mail No Longer Rules…” abounded last year. Story after story announced that social media tools such as Twitter and Facebook now ran the town. End of story. Or was it?

Although proclamations to the contrary have been few and far between, e-mail is alive and kicking, says James Bond, vice president of software and product development at Apptix (www.apptix.com), a worldwide provider of hosted Microsoft Exchange e-mail, SharePoint, and voice over Internet protocol, or VoIP. “We live and breathe e-mail as the base platform of our corporate existence,” he asserts. “Anyone who would say e-mail is dead clearly isn’t using it in the business world.”

Further, says Bond, with developments such as Google Wave (an application that merges e-mail, instant messaging, wikis, and social networking) and Google Buzz (which enhances Google’s Gmail service), e-mail is poised to shift the communications landscape on the personal and business fronts. “E-mail is changing,” he notes. “It will meld with IM and other interactive tools.”

All Eyes (and Ears) on E-mail
News of e-mail’s impending demise came as no surprise to Lisa S. Jones, founder and CEO of EyeMail Inc. (http://eyemailinc.com), an electronic marketing and communications technology company in Atlanta. EyeMail Inc. develops customized marketing strategies and campaigns that deliver audio and video content in any language via e-mail.

Jones doesn’t agree with the notion that e-mail is dead, but understands the basis for that perception. “It’s the lack of personalization traditional e-mail offers and the inability of e-mail to evolve,” she points out. “The power of social media is its ability to keep growing and evolving, and that has forced the re-examination of e-mail.”

Launched in 2007, EyeMail Inc. has developed e-mail communication strategies and campaigns for clients such as The Coca-Cola Co., Hartsfield-Jackson Atlanta International Airport, and Turner Broadcasting System Inc., a Time Warner company.  EyeMail Inc. posted revenues of $300,000 in 2009, and 2010 revenues are projected to exceed $1 million.

Among the company’s products is the 2.i model in beta development, the EyeMail self-service portal that allows clients to log in, customize, upload, and create their own EyeMails in minutes. In Microsoft’s Mentor Protégé program for long-term development of the EyeMail technology, the company is planning future releases, including 3.i EyeMail mobile. Jones is also adapting the 2.i model across multiple e-mail platforms. Additionally, the company released EyeMail Canada last year, EyeMail Brazil last month, and will soon launch EyeMail Africa.

E-mail and Social Media
For Jones, the answer to the question “Is e-mail dead?” is an unqualified “no.” But she likens the current engagement with e-mail to watching silent films: “It’s a cold, impersonal experience that lacks emotion. But adding the power of audio and video to e-mail provides the natural ability to capture attention and inspire calls to action. We live in a world of personalization all around us and should expect nothing less from our e-mail communications.”

In a blog post, “Is Social Media Impacting How Much We E-mail?” nielsenwire’s Jon Gibs, vice president of media analytics, showed that, based on the results of a small Nielsen experiment, “social media use makes people consume e-mail more, not less, as [Nielsen] had originally assumed.”

This makes sense, says Jones. Like Apptix’s Bond, Jones sees promise in tools such as Google Buzz and believes EyeMail would integrate perfectly with a variety of social media platforms. “This would enable social media users to send enhanced, personalized audio and video messaging via the EyeMail platform, without the recipient having to click a URL to view content via e-mail,” she says.

Bond agrees that e-mail and social media tools can be complementary, but he has some reservations. Certain tools as they currently exist are simply not suited to a corporate platform, he says. “Most businesses don’t accept IM as a business solution. You can’t always audit and track it. From a corporation’s viewpoint, people still assume you’re talking to friends and family and not working.” Still, employee use of such applications has spurred companies to find ways to integrate some tools into the existing infrastructure while maintaining control and addressing compliance concerns.

Is e-mail dead? Far from it. But like an aging rock star who recognizes that he must adapt to remain relevant, e-mail, too, is changing—with a little help from its social media friends.

This article originally appeared in the April 2010 issue of Black Enterprise magazine.