Shane Shaps, Founder of Big Voice Social
Name: Shane Shaps
Founder: Big Voice Social
What's your elevator pitch? (Ie. In one sentence, what do you do?)
As an extension of our clients' marketing teams, we develop true, human persona behind the keyboard and implement that voice on a variety of social media platforms that make sense for their business.
What's your story? Share how you got to where you are and WHY it is you do what you do.
Three words that describe me: Enthusiastic. Optimistic. Tenacious. Outsource your social media engagement to a professional who can be an extension of your marketing team at the percentage of the price of a staff person.
More on me:
Being a big mouth has certainly paid off. I have always made it my business to tell anyone and everyone I know about a great product, brand or experience.
In 2008 I began to incorporate my social skills with my social media activity and my agency was born. The company serves as an online voice for the brands it represents. By using social channels, brands can more readily listen to their community, appeal to their customers' needs and respond to questions and feedback. Creating a real, human persona for each organization is what I feel truly represents a brand and the people behind it.
In early 2024 we rebranded to Big Voice Social. Big Voice Social is committed to each client by seeking engagement from the consumer's point of view. We take the time to develop the voice, to collaborate with our clients, and to stay ahead of new technology.
Known to some as the "Professional Big Mouth," I go 150% for my clients, never satisfied with doing it the way it's always been done or the way it was done even last week. We customize our content and localize it for our clients, truly representing them in their voice.
What does BEING a FoundHer mean to you?
It means my kids (now 18 and 20) have watched me make decisions, own my business, contribute to the bottomline of our household and still be able to be Mom first.
How do you support other female founders and women in business?
I use my big mouth and tell people about them! There is nothing like being a woman in business. Our connections and networking are just different. We've got each others' backs.
What are three podcasts you listen to that have helped you with your business?
Dear FoundHer :), How Leaders Lead, Wiser than Me (which is more about personal growth but it's a fave).
What is ONE BOOK that you would recommend every female business owner read?
I can't name just one. I would read any female leader's autobiography... Hillary Clinton, Katie Couric, you name it.
These are women who have broken the glass ceiling and I love to listen to them in their own voice and their own words.
Who is a female entrepreneur you look up to and why?
Sara Blakely, because she saw a need for something SHE, herself, needed, and she created it.
What are the first five things that you did when you were starting your business?
1. Create a website.
2. Consult a lawyer.
3. Consult and engage with an account.
4. Worked with a graphic designer.
5. Joined networking groups.
Who is someone who has helped change or shape your business for the better and what did they do to help you?
My team. They have really come a long way in their specialization and it helps us to stand out among the rest.
At what point did you make your company a full time gig? How did you know the time was right?
It was always this way for me. When we left New York I knew I could not work for a bureaucratic company. The land of triplicate forms was just not for me.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
Working on different teams and diversifying the types of clients we work with.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
I handle it. Biggest challenge is making time to work on the business and promoting what we do. I'm always behind the keyboard for clients.
How did you land your first client?
Kind of a long story.
We moved to Louisville (my hometown) in 2002. My husband practiced medicine in the ER so his schedule was crazy at that time (he's since gotten an MBA and stopped practicing, now focused on the business side of medicine). We wanted to start a family and planning events wasn't going to work for me anymore...
I couldn't just fly off to Vegas at a moment's notice with children at home and him working overnights. I launched a gift basket business and did that out of the basement for a few years. At some point a friend in Chicago wanted to partner up and run an online, deal-a-day website. Eventually her life took her back to practicing law and running that company on my own didn't sound fun.
When I told one of the manufacturers of a product we sold on the site we were shutting down she encouraged me to become a sales rep. Not really knowing much about that, I got some advice and then gave it a go. After some time, a store-owner customer (this was 2008) said "I see you on Facebook all the time, can you help me with my store?" So I was doing that on the side.
Then I got a referral from him to someone else who called me for coffee and then said "I'm joining this new startup and we want to hire you on an outsourced basis." My response was "To do what?" And low and behold, this business was born.
What is something you do differently from the industry standard?
It sounds simple but we hear from clients often that they are so surprised we do what we say we are going to do. Unbelievable and yet, believable.
Did you raise capital?
Nope, bootstrapped.
Have you sold a business?
Not yet. Someday.
I was approached by a strategic partner right before covid happened. And we never really got back to the conversation. For now, I still really like doing this everyday so I don't want to sell. But maybe someday.
What would you do differently if you were starting your business today?
Get better advice on pricing. I was winging it back then.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
Social is our main marketing channel and this year we started doing regular videos about our business.
This year I also launched a regular e-newsletter.
I also do a lot of in-person and zoom networking. Digital is important but face-to-face, in real life networking still matters.
What are three actionable tips you would give with other women who want to start a business or are just getting started?
1. Get advisors in place and listen to them.
2. Make sure your branding and website are solid before you start any kind of marketing.
3. Don't overspend.
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