Houston PR team shares how social media can affect your small business

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Why use social media for business? These two PR experts make their case. Getty Images

As a small business owner, I know firsthand how important it is to stay on top of the latest marketing trends. We no longer live in a world where traditional public relations alone will achieve your business objectives. With new and evolving digital platforms creating so many ways to communicate with your target audience, businesses must diversify their public relations and media strategies to be successful.

We cannot work in silos; instead, we need to have a comprehensive approach, including tactics such as media relations, community partnerships, unique events, influencer collaborations, digital and traditional advertising, email marketing and social media.

While some of these marketing channels can be costly, social media for small business owners is an absolute must and an inexpensive way of keeping your brand top of mind.

How businesses use social media for marketing can vary depending on the industry. The first step is determining which social media platforms make the most sense for your business. Where are your competitors? Are they on Facebook, Instagram, Twitter and LinkedIn? If so, does it also make sense for you to have a presence on each of these, as well?

Once you know where you should be, decide who you want to reach and what your message should look like in order to accomplish this. Messaging can certainly vary on each platform, as can your target audience.

Recruiting, B2B content and company updates are best suited for LinkedIn, while beautiful visuals and brand stories are reserved for Instagram and Facebook. Twitter can serve as a great platform for timely updates and conversations with followers. To create effective social media marketing for small businesses, solidify your brand voice and target audience before creating content.

As you begin creating organic content to push out to your target audience, take advantage of the advertising tools within each platform. Facebook's Ad Manager provides businesses with an intuitive approach to advertising on Facebook, Instagram, and Facebook's Audience Network. By adding marketing dollars to your social media strategy, small businesses cast a wider net with individual posts and reach a larger audience by creating campaigns with specific objectives such as driving website visitors. With advertising spend on social media, you will be equipped with even more data and analytics than your organic posts generate in order to understand who is engaging with your content.

It's always beneficial to keep these options in mind, while understanding the value social media brings to your overall marketing strategy. Social media is a great tool for upper funnel objectives, such as raising brand awareness and interest, rather than lower funnel, conversion objectives. You want to rely on social media to increase your customer base, connect with current customers and influence them down the purchasing path.

The beauty and power of social media for small business owners is that it's affordable and efficient. It can serve as a snapshot of your brand when potential customers visit your page.

There's no better way to build relationships with your current and prospective customers than through social media marketing. It offers a quick turnaround time, granular targeting options and real-time consumer feedback and communication.

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Karen Henry is the founding partner of The PR Boutique, a Houston-based public relations firm. Kirby Levey is the company's senior accounts and digital executive.

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Rice University announces partnership with Houston sports tech startup to enhance student athletics

dream team

Rice University — in an effort to enhance athletics and research-driven innovation — has formed a partnership with a startup founded by its alumni.

BeOne Sports, a sports performance technology company developed a platform for mobile motion-capture AI and advanced data analytics, will integrate its technology within Rice's sports medicine and rehabilitation programs.

“This partnership aligns perfectly with Rice University’s mission to harness innovation for the betterment of our community,” Rice President Reginald DesRoches says in a news release. “By integrating cutting-edge technology from BeOne Sports with our already world-class athletic and academic programs, we are providing our student athletes with the tools they need to excel both on the field and in life. This collaboration is a testament to Rice’s commitment to leading through innovation and offering unparalleled opportunities for our students.”

Rice MBA alumni Scott Deans and Jason Bell founded the company alongside former Rice student-athlete James McNaney. BeOne's “Comparative Training” technology uses artificial intelligence and computer vision technology to support elite-level training, per the Rice release.

“BeOne Sports was born from the collaborative environment at Rice, where business leaders and engineers work together to solve real-world problems” Deans, who serves as CEO of BeOne Sports, adds. “We’re thrilled to continue that journey with Rice Athletics as we build the world’s first human recognition models specifically designed for sports performance and beyond. Our mission is to provide cutting-edge technology to maximize potential in the simplest, fastest and most versatile ways possible. This partnership with Rice is an exciting step toward democratizing access to sports technology for athletes and coaches at all levels.”

Tommy McClelland, vice president and director of athletics, says the new technology will allow enhanced athlete monitoring that will contribute to rehabilitation and injury prevention.

“At Rice Athletics, we are always striving to be at the forefront of innovation, and our partnership with BeOne Sports exemplifies that commitment,” he says. “By leveraging their state-of-the-art AI technology and data analytics, we can elevate how we support and develop our athletes — ensuring they are healthier, stronger and better prepared to succeed both athletically and academically. We’re excited about how this collaboration will position Rice as a leader in athlete care and performance.”

Additionally, the partnership will create academic and professional development opportunities for students, faculty, and other Rice community members, something that Rice's Office of Innovation seeks to offer in its continuing dedication to fostering an ecosystem of innovation, says Paul Cherukuri, Rice’s chief innovation officer.

“BeOne Sports exemplifies the innovative spirit we champion at Rice, where entrepreneurship and engineering excellence converge,” he says. “As a startup founded by former Rice MBA students and athletes in collaboration with our computer science engineers, BeOne reflects Rice’s dedication to cultivating talent and driving transformative change. This partnership showcases how our innovation ecosystem is expanding beyond business into athletics, creating new opportunities that benefit both our students and the world at large.”

Houston legal tech platform raises $8M series A, plans to hire

fresh funding

Houston-based DocJuris, a leader in AI contract review, announced the successful closure of its series A funding round by raising $8 million in new capital. This brings the total capital raised to date to $11.2 million.

"DocJuris AI has become an industry-leading platform that empowers enterprise legal, procurement, and sales teams to close deals faster while reducing risk," DocJuris CEO and Founder Henal Patel says in a news release. "With this funding, we will continue scaffolding our platform around generative AI, expand our customer success team, and grow our user base."

The most active venture capital firm in Texas Silverton Partners led the round with participation from previous investors Watertower Ventures, Surface Ventures, and Seed Round Capital.

Companies like Siemens, Dell, FedEx, Toyota, and Duke Energy already use DocJuris with its AI-powered contract negotiation software that automates imporrant tasks during the review, redlining, and negotiation of contracts. DocJuris uses a platform to screen third-party contracts in seconds, can redline clauses with playbook-compliant edits in one click, and also generate formatted track changes, exception tables, and amendments with a cloud-based application.

The Association of Corporate Counsel, awarded DocJuris the Value Champion Award in 2023 due to the reduced contract cycle times to minutes with AI.

“We wanted to replace repetitive, manual tasks and free up valuable time for our employees to focus on more impactful work,” lead attorney for Flex's Global Procurement and Supply Chain Iringo Csifo-Nagy adds. “To achieve this, we developed a turnkey solution for AI-driven contract reviews together with the DocJuris team."

In its first round of funding in 2021, DocJuris raised $3.2 million in seed capital.

Houston Intercontinental Airport's innovative upgrades ready for takeoff

coming soon

After almost five years of construction, passengers heading out of Bush Intercontinental Airport on October 22 will be the very first to experience the expanded, upgraded, and stylish Terminal D-West Pier, an expansion of the existing Terminal D.

The new terminal is part of a broader initiative, the IAH Terminal Redevelopment Program (ITRP), a $1.458 billion project aimed at modernizing the airport's international travel capabilities. ITRP is the single largest capital improvement project developed by Houston Airports and include the refresh of the existing Terminal D, completed in 2023; the expansion of Terminal D with a new D-West Pier, which will be completed this fall 2024; and a new International Central Processor, slated for winter of 2024 and summer of 2025. More than 3,000 people spent more than one million hours on the construction project.

Terminal D-West Pier features six new gates — D1 through D6 — that can simultaneously accommodate wide-body aircraft or converted to accommodate 10 narrow-body airplanes. The expanded terminal with its new capabilities supports increasing demand from passengers and airlines and should enhance the overall travel experience.

In addition to adding 160,000-square-feet, the new wing also boasts eight new, Houston-inspired works by local artists. Those kind of details are why the Houston airport system won Best Airport Art & Entertainment Program in the prestigious Skytrax awards.

The airport's 250 newly-hired employees will work among 16 new retail and dining concessions concepts in the Terminal D-West Pier. Passengers can dine at Houston Supply Co., which opened last month. Local restaurants The Kitchen and The Annie, along with popular national brands Popeyes, Einstein Bros. Bagels, Jamba Juice, Be Relax, Jetero Market, Semi-Sweet Confectionary, and a Lego Store will open for business on October 22.

The new wing also boasts eight new, Houston-inspired works by local artists. Photo courtesy of Houston Airports

"We are focused on improving the overall passenger experience at the airport — from parking and traffic to providing modern terminals with the right amenities. This project is a major investment in our city's future," Houston Mayor John Whitmire said in a statement. "The newly expanded international terminal enhances Houston's reputation as a world-class city and provides a boost to our economy, supporting jobs and attracting more visitors from around the globe."

The new terminal offers a host of other amenities designed to make passengers' experiences more comfortable. They include a mother's room, a sensory room, a child's play area, and expanded men's, women's, and family restrooms. The restrooms utilize smart technology sensors that trigger soap and water. Door locks alert to whether a restroom stall is vacant or occupied and soft LED lighting accentuates floor-to-ceiling photography spotlighting Houston's natural beauty.

The new wing has 16 new retail and dining concessions concepts. Photo courtesy of Houston Airports

An International Arrivals corridor provides views of the airfield, the concourse, and large-scale photography inspired by Houston.

More than 500 modern and comfortable seats, including chairs, cushioned benches, and cozy loungers, featuring cup holders and charging capabilities, are present inside the terminal.

"We are excited to share this milestone with the residents of Houston," said Jim Szczesniak, director of aviation for Houston Airports. "The opening of the Terminal D-West Pier is a testament to the hard work and dedication of our team and our partners. This world-class facility will provide a seamless and efficient travel experience for millions of passengers each year. The new pier will provide the necessary capacity so that Houston can continue to attract more nonstop flights to cities around the globe."

New features include a mother's room, a sensory room, a child's play area, and expanded men's, women's, and family restrooms. Photo courtesy of Houston Airports