Darian Kovacs joins us to discuss how small businesses can harness digital tools to maximize the reach and impact of their marketing efforts. Kovacs is the Métis founder of Jelly Digital Marketing & PR and Jelly Academy, based in Vancouver. He hosts the Marketing News Canada podcast, chairs the Digital Marketing Sector Council, and sits on the board of NPower Canada. Kovacs shares what businesses can learn from viral TikTok stars, why the most important social media channels aren’t the ones you think, and why he thinks we’re in the age of “silent social.” Highlights from our conversation include: 1. Businesses need to be findable and able to respond to customers.The only social media channel that you actually own is your newsletter. You can nurture those contacts and relationships over time, while LinkedIn and Tiktok can change their algorithm tomorrow.2. Rather than being the sole voice of their brand, businesses need to think about how they can create shareable content that allows customers to be their representatives, while also rewarding that customer loyalty.   Host: Maggie John