"The only thing worse than being talked about is not being talked about."

As true as that was in Oscar Wilde's day, the maxim seems relevant now more than ever. Online conversations are going on all day, every day, and a smart business needs to figure out how to be part of that buzz.

That was the message of the PR Summit, a daylong seminar for marketing professionals held July 22 at the San Francisco LGBT Community Center (1800 Market Street). The summit brought together marketing and technology experts from the business and nonprofit world to discuss the potential of social media.

According to organizer Shaun Saunders , principal at GraffitiPR (http://www.graffitipr.net), "the modern technologies and social media are not a fad. Businesses can choose to participate in the online conversations or not, but the conversations are happening. Social media tools allow a business to have a bigger presence than just the physical storefront."

For Saunders, the key to harnessing the power of the web is moving beyond talking about a product or service itself. The successful social marketers position themselves and their businesses as "expert resources," within the industry or among tastemakers in the community.

Two success stories that Saunders points to are Trigger (2344 Market Street) and David Mast Design (461 2nd Street #t656), a GraffitiPR client. "Trigger is genius at using Facebook to galvanize a community and also create awareness of the charity causes that Trigger supports," Saunders noted.

Mast uses his online communication to position himself as a "lifestyle connoisseur," providing a stream of tips such as "3 ideas for small spaces" or "3 basics for a bathroom redo." Mast also actively encourages his clients to post reviews on Yelp to help evangelize his work.

Saunders stressed that marketing strategies are not "one size fits all," and he encourages businesses owners to target their audience as specifically as possible. Saunders, an out gay man, sees this mistake made frequently when businesses market to the LGBT community.

"Just slapping a rainbow on something isn't good enough," he said.

Social success stories

Saunders noted that there are blogs and communities on every topic imaginable – "from custom cars to cupcakes." The blogger community was key to the initial success of Castro retailer Unionmade (493 Sanchez Street), which specializes in historic American and European brands.

Owner Todd Barket noted, "Blogs and shopping sites helped launch and sustain my business." He uses Facebook to continue to update and interact with that community.

The only pitfall that Barket warns against is lack of authenticity. "The customers that I work with ... definitely cannot be swayed by inauthentic buzz. They are quick to call out when they sense something [is] rotten."

For pet goods retailer Best in Show (545 Castro Street), social marketing has already produced an uptick in sales, and it is continuing to branch out with new strategies.

Store manager Andy Farriester is in charge of Best in Show's online presence, and he has worked out a schedule of regular updates to Facebook, Twitter, and the store's blog. The updates alternate between coupon specials, information and tips for pet owners, and fun items like the "Pet of the Week" photos. Farriester said that they are still learning about the best way to use the web, but he reports that over the last three months the amount of customer feedback and interaction has grown considerably.

Encouraged by this growth, Best in Show now has its sights set on YouTube. In the works is a video series based on the store's newest creation, "Bony Babies," a collection of plush toys containing rawhide bones. The video series stars "Osama Bone Laden" and will challenge viewers to answer the question, "Where in the world is Osama Bone Laden?"

No debut date has been announced yet for the videos.

Southern cooking to go

The Internet can also humanize the process of opening and operating a business. The owners of The Southern Sandwich Company , brothers Brett and Nathan Niebergall , used their blog to chronicle the odyssey of buying an old "roach coach" and transforming it into a rolling kitchen for their gourmet southern cooking.

After the brothers closed their Castro restaurant, Frisee, they wanted a way to continue to engage with their fans and update people on their new venture. The blog, and later a Facebook page, has provided an arena for Brett and Nathan to share photos and hear back from potential customers.

The Southern Sandwich Company truck is currently serving lunches in Redwood City near the intersection of Chestnut Street and Broadway, but the brothers are also in the process of completing certification to operate within San Francisco County. Soon they plan to team up with Matt Cohen 's website http://www.sfcartproject.com, which helps to encourage street food within San Francisco.

The social web has also served another purpose beyond simple marketing. As the brothers seek help and advice, they have turned to their online community. Currently, they are running an informal contest to find a spot within San Francisco where they can park and operate the Southern Sandwich Company truck. The prize for a successful referral is a catered meal for you and 20 of your friends.

For more information about The Southern Sandwich Company, links to the blog and other pages, and detailed locations of operation, visit http://www.southernsandwich.com/.

New law firm for the LGBT community

Bill Ambrunn, the openly gay former chief of staff to former Supervisor Susan Leal , has recently opened his own law practice at 1906 Market Street, #938. More recently, Ambrunn has served as a senior staff member for a number of nonprofits, including Project Open Hand and Jewish Family and Children's Services . His firm specializes in legal services for individuals, small businesses, and nonprofits, with expertise in LGBT issues.

For more information, visit http://ambrunnlaw.com/.

Lawyers party at Home

Bay Area Lawyers for Individual Freedom is hosting an LGBT attorney happy hour at Home Restaurant (2100 Market Street) Thursday, August 5, from 6 to 8:30 p.m. The event is timed to coincide with the American Bar Association national meeting being held in San Francisco from August 5-10, and is co-sponsored by the ABA Section of Litigation LGBT Litigator Committee.

The networking event is open to the public and will feature complimentary appetizers supplied by Home. For more information on BALIF, visit http://balif.org/. 

Center space

The San Francisco LGBT Community Center (1800 Market Street) has office space available for tenants with smaller space requirements. The latest center newsletter advertises "offices from 77-250 sq. ft. at prices starting under $175/month." Interested parties should contact Mike McLeod at mikem@sfcenter.org.  

GGBA mixer

The next Golden Gate Business Association "Make Contact" mixer will be held on Tuesday, August 3, from 6 to 8 p.m., at Supperclub (657 Harrison Street). The event is free for GGBA members, and $15 for the public. Reservations are encouraged. For more information, visit http://ggba.com/.

Contact Raymond Flournoy at castroshopper@yahoo.com.