California Contractor Mike Hartrich wanted to find ways to assist his fellow tradesmen win back customers after the recession. His Santa Cruz Construction Guild website is local and well-regarded, serving more than 200,000 people, and focused on small, family-owned business, rather than outside corporate interests. Hartrich provides pertinent advertising on the site for guild members, builds member web pages, and handles administrative issues. Members pay $180 annually to list on the site. Hartrich is convinced his business model could be successful elsewhere if local, well-connected tradesmen commit to running it. Personal, direct customer service elements combined with the need for community knowledge do not lend this type of site to an automated system.
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