Interview with Social Media Marketing Expert: Rob Pene of Mission Driven Brand

Every Monday I post an interview with a social media marketing expert. My blog focuses on using social media to promote books (particularly self-published books), and I believe authors can really learn a lot about successful social networking by following the experts.

This week we meet Rob Pene, Lead Strategist with Mission Driven Brand, LLC

KS: Tell me about your company – how it was created and what you do.

RP: The company is called “Mission Driven Brand, LLC” and it was created as a response to the various experiences in Social Media that I’ve had in the past 6 years.  I’ve traveled the country averaging around 75 events per year, for 4 years as a youth/young adult minister…and the primary form of contact was social media & myspace.  I’ve signed over 35 players to professional baseball contracts domestic and overseas primarily through social media (facebook, twitter) and email in the last 2 years.

After our first baby was born in 2010, my wife and I decided that it would be beneficial for me to transition into pooling all of my experiences and starting a business, so I can be home more to be with the family.  And hence the Mission Driven Brand was born. 🙂

KS: Who do you feel can benefit from a social media marketing strategy?

RP: Entrepreneurs, small businesses (& large), non-profits, sports teams, & schools ALL can benefit from a social media marketing strategy.

If properly approached and maintained, I truly believe social media can be used by everyone in every industry.  The premise behind social media is purely human interaction, and with the instant connectivity of the web, more people can connect on an authentic basis. 🙂

KS: How long have you been blogging and what is the primary focus of your blog?

RP: Blogging has been a major interest of mine for quite sometime.  Actually, the whole internet and social media approach has been more of my angle of connection, expression, & community.  However, blogging has served as the main thrust of my approach to connect on a much deeper level with folks.

I started a blog in the past, but had to transition and shut it down because of the demands of work and the new business.  So most of my expression and connecting with people happens on social media platforms.  On the other hand, I do comment and share my thoughts on blogs as often as I am able to, because I really enjoy what other people write.

KS: What is your favorite social networking site?  Why?

RP: Twitter is by far where I have my most fun 🙂 I enjoy twitter because of the real time conversations that are going on, plus, the instant connectivity it provides.  I can reach out to someone and start building a relationship with them through Twitter much quicker than I could if I were at a networking event.

Along with the new apps that are being created to measure the effectiveness of your Twitter campaigns, Twitter continues to serve as a leader in social media innovation through its API functionality.

Facebook is will continue to be a major hub for MOST people in the world lol, however, I still think Twitter is a much faster way to connect directly with folks of like interests and goals.

KS: What is your #1 piece of advice for social networking newbies?

RP: Remember that social networking and social media is truly about being SOCIAL…I know it sounds quite elementary, but without the social element, its hard to really make a connection.

Start off on Twitter to get used to the short characters.  Start following people you admire and engage with them.  Don’t worry about not having anything to say…just be “social” a quick “Hi, how are you?” always is a great place to start.  Also, make sure you have an image of yourself and NOT the default egg lol.  It’s easier to make a warm connection when you have a real photo and not a bland icon. 🙂

KS: You are the author of  The Spirit of Social A commentary on destiny, demographics, & the David & Goliath business approach.  Tell me a little about your book.

The main premise of the book is to share my thoughts on the “calling” of a business owner, executive, writer, etc…to their immediate community, and that community can be directly in their backyard, OR it can be the online community they are a part of.  The idea is that everyone is responsible to someone else in regards to the “golden rule” perspective.  I believe we are ALL called to serve others at 100% capacity within our means for the purpose of building good faith and contributing to a vibrant community.

The book is actually “in process” 🙂

KS: Why did you decide to write it?

I decided to work on the book because I know that the “golden rule” approach is such a powerful perspective to take when doing business with others.  I understand that business is about transactions and really just making money.  However, if the mindset is to cater and SERVE before collecting a paycheck, I think most companies and business will thrive and stay in business longer AND have a loyal clientele.

KS: What makes your book different from other social media/marketing books?

The fact that I’m infusing a “spiritual” component to social media marketing is what instantly differentiates myself from others.  Not only am I analyzing business from a business perspective BUT I am also viewing it from a “spiritual” viewpoint as well.

KS: Do you plan to publish more?

I hope this book can be a blessing to others and that I’ll be able to find more avenues to spread the mission of the book so that more people can take the principles and use it to their advantage.  If another book happens to be written, I’ll move in that direction 🙂

To find out more about Rob Pene and Mission Driven Brand, visit:

Twitter: @RobPene

Published by Kelly Schuknecht

Kelly Schuknecht is a marketer with a background in the publishing industry. She is passionate about all things related to books and loves helping authors navigate the world of social media for book promotion. She recently launched the course Marketing Your Book on TikTok.

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