Almanack Contributor Adirondack North Country Association

Adirondack North Country Association

ANCA is building prosperity across northern New York. Our programs and partnerships focus in these areas: ANCA Center for Pandemic Response, Entrepreneurial Economy, Food Systems and Energy.


Monday, May 9, 2022

How the Adirondack Folk School gained digital marketing skills

adirondack folk school digital marketingDigital marketing builds success for North Country small businesses and organizations

By Olivia Dwyer, ANCA CPR Program Navigator

A flooring factory seems an unlikely place to find a social media mastermind. But that’s exactly where Scott Hayden headed soon after he became the executive director of the Adirondack Folk School (AFS). It was June 2016, and Hayden wanted to meet Eric Matthison, the owner of Square Nail Rustics, and learn how he’d used Facebook to find customers and grow his business.

After Matthison cut the ribbon at the new site for his wide-plank flooring and rustic furniture business, Hayden asked if he could buy Matthison lunch and talk social media. In December 2015, Square Nail Rustics had 20,000 likes; that number would double by December 2016. In the midst of that growth Matthison said he was too busy for lunch breaks, but Hayden could bring lunch to the shop if he wanted to talk. Hayden did, and he still remembers what Matthison said. “He said focus on the who, not the what,” said Hayden. “That stuck with me.”

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