Ready4Air (Social) |#TBT How One Entrepreneur Grew a Global Business From Her Facebook Friends

October 29, 2015 | Posted in Entrepreneur, Social TV | By



First published in

By Deborah Mitchell

When Evita Turquoise Robinson first shared her passion for travel on Facebook with 100 like-minded travelers four years ago, she couldn’t have imagined what it would become. The group, Nomadness Travel Tribe, now has over 10,000 members from all over the globe. What makes the group unique is that  while it is open to travelers of all ethnicities, it is primarily African American, age 25 to 40, with 80 percent women. Members live in cities around the world. The economic demographic runs the gamut from the underemployed to professionals who earn six figures. The global trips are so affordable that it allows the diverse groups to connect no matter your income bracket.

Robinson, an artist and filmmaker, was bit by the travel bug right out of college when she took her first trip to Paris. A stop in Tokyo to teach English and then a trip to Thailand as part of a travel web series rounded out her global travels by the age of 25. She founded Nomadness Travel Tribe in September 2011 to connect with urbanites who travel as part of their lifestyle, not just as vacation.

Robinson wanted an intimate group, so she invited people from her Facebook friends list with the prerequisite that the potential members had traveled at least once and had one passport stamp. Today, through word of mouth and social media, Nomadness Travel Tribe has grown to a little more than 10,000 members worldwide.

“There is no place that I can go in the world today where I don’t know someone there,” Robinson said.

Social media was the key to the group’s growth. “There are so many social media outlets: Twitter, Periscope, Instagram. Instagram and Periscope- — the live-streaming app — allow anyone to follow along on our trips,” she said. “If the Internet was a geographic location, Facebook would be the capital. It is where everyone is. If you can start someplace where everyone is and then push out from that point, you have the opportunity to do something special.”

Robinson was able to bring strangers and friends on her urban travel adventures, something new. “Nomadness Travel Tribe was the first group to spearhead targeting diverse millennial travel,” she said.

This year alone, Nomadness Travel Tribe has appeared in the New York Times, The Daily Beast and on several national television programs, all without the help of a public relations agent. The press has approached them. “We have not used outside media outreach to grow the membership,” Robins. “People within the group have shared their amazing stories because they want the group’s authentic story to be told.”

Robinson said Nomadness Travel Tribe became a business by accident, but it was born from a place of passion. “This group could not have existed without social media. Social media is this generation’s megaphone and our way to communicate. I don’t think we could have had the same impact in that time span without social media.”

Robinson always knew she was going to be an entrepreneur, but she did not know what it was going to look like. While she is an artist first, Evita Turquoise Robinson is still figuring out the world of being an entrepreneur and knows it is important to trust the process. If you have a passion and want to build it into a business, Robinson has a few tips.

Just do it.
Break out of analysis paralysis. Nothing starts in perfection–it does not matter who you are or how much money you have. At some point, you have to jump and build the parachute on the way down. Just do it.

Learn as much as you can.
Robins said when she launched the business she was “a little bit of a lone wolf where I tried to learn everything. I never want to create a business where if one person leaves, they can derail the entire system, so I try to learn as much as I can. You should know how to do as much as possible.”

Ask for help.
“You feel like you can be an island, but learn to open up and ask for help,” Robins said. “Once you see your idea has promise, put the proper people in place. I picked my team from my members, so I did not have to sell people on the idea, they were as passionate about it as I am. I know they will get the job done.”

On Saturday, September 26, the Nomadness Travel Tribe will have their first travel conference that caters to the urban traveler. The sold-out event in New York City will have about 150 attendees. Hopefully, I will see you there!


Ready4Air (Social) | Social Media Trends: Moving Beyond Facebook And Twitter

April 1, 2015 | Posted in Social Media Management | By

social media


In April 2014, the World Wildlife Fund gave the world an inspiring lesson in social media and wildlife conservation by using Snapchat for its #LastSelfie campaign. The photography app, which allows users to view shared pictures and video for a few seconds before they’re automatically deleted, mimicked the very real disappearance threat that plagues animal populations today. The campaign itself was a call to action for Snapchat’s young audience to fight mass extinctions, but it was also a wake-up call for brands that limit their social presence to Facebook and Twitter. According to, Snapchat’s audience is mostly made up of young females in their teens and early twenties, and that audience is one of the hardest to reach. Was the WWF on to something?

As Caitlin Burns, business strategist for media companies, puts it, “It’s hard to tell which platforms will be the next big thing,” but she sees a clear trend of moving away from data-hungry platforms into “public-ish” or rather, more private communities.

Snapchat is not the only platform that is pulling the social rug from under the more conventional social media; Tumblr and Instagram are also emerging as millennial-oriented, actionable social spaces in terms of marketing efforts and return on investment. Facebook took a hint and launched Messenger as a stand-alone app meant to enhance the private messaging experience, and while reviews have been mixed so far, the app is clearly rooted in the need to include money and business in the conversation.

Let’s take a look at what each platform can bring to your brand.

Related Post: Ready4Air (Social) | Geraldo On Using Social Media To Level The Playing Field

Snapchat A video or picture message on this platform will permanently delete itself after a few seconds, which makes each second invaluable real-estate. Brands should view this feature as an advantage rather than a limitation. Instead of trying to fit their message in such a time-constricted social environment, they should use the time limit as an angle to their stories. A quick glimpse of an upcoming product, a suspense-filled video, or an intimate invitation to meet on another platform are suggestions that can be cleverly implemented. And remember, the sender decides how long a picture is viewed, from one to ten seconds, so there are ways to control some of the effect.

Tumblr It’s probably not a coincidence that the company just hired its first Chief Marketing Officer, Stephanie Dolgins. A platform that largely caters to the prized millennials, Tumblr has become known, among other things, for its humorous GIFs, but the possibilities are endless. With its unlimited post character count and the prominent place that is given to visual content, Tumblr is the platform of choice for many brands, such as Kraft or Sephora, to showcase the culture around their products. Recipes, tutorials, and how-tos are some of the angles of a brand’s social storytelling that definitely belong on Tumblr.

Instagram Marketers started using Instagram early on, capitalizing on the platform’s exclusively visual appeal. The website’s guidelines for businesses encourages brands to post pictures that follow a certain theme, as this would help them remain consistent and allow them to cultivate a loyal and regular following. But the latest business feature gives motivated brands real edge vis-à-vis their competitors, since they can now pay to target their video viewers based on market segments such as gender or age. And whether a brand is using Instagram for behind-the-scenes shots or avant-garde inspiration, it always pays to jump in the global conversation using the hashtags that their audience uses the most. If #catsofinstagram and #picoftheday are remotely relevant to your pictures, use them. Nothing goes a long way with the audience as much as a brand with a human voice.

Related Post: Ready4Air (Social Media) | Breaking News: Social Media: On The Scene

In conclusion, I leave you with these words of wisdom from Caitlin. “All of these platforms are different tools you can use to be the voice of your business and to interact directly with your customer base, with the audience you’re trying to reach. Figuring out the best way to put your business out there in the world requires you to know yourself, it requires you to understand what is going to be the best way to feature your project.”


Coming up: Ready4Air (Brands and Bloggers) 3 things you need to know about hiring a social media manager

Deborah J. Mitchell

Deborah Mitchell Media Associates – Photo Credit: Debbie Mitchell Graphic – Design: Nay Ayache

Emmy-nominated network television producer Deborah Mitchell is a veteran of ABC and CBS News, a member of the Producers Guild of America, and a board member of the James Beard Broadcast and Media Awards Committee. Through Deborah Mitchell Media Associates, she will create your online personality with a customized website, book you on the right television show, manage your social media profiles, and connect you with the best and brightest digital influencers. Deborah is a weekly contributor for and author of So You Want To Be On TV. You can follow Deborah @SocialTVDeb and/or email, or email Nay Ayache on  


Ready4Air (Social) | Geraldo On Using Social Media To Level The Playing Field

March 18, 2015 | Posted in Social TV | By

The cast of season 7 of The Celebrity Apprentice

The cast of season 7 of The Celebrity Apprentice

When I caught up with journalist and former talk show host Geraldo Rivera a few weeks ago–right before The Celebrity Apprentice finale–we talked about his first foray into reality television and his love of social media. One of the first things I noticed about my old boss, GR, was that during The Celebrity Apprentice airing, Geraldo talked a lot about using social media during his many project challenges. I smiled and was impressed–but not surprised at all–that at almost 72 years old, Geraldo has not only embraced, but also mastered the new digital media tools. Lol!

Anyone who knows or has worked with Geraldo knows just how smart and always ahead of the curve he is. During our interview about his time on The Celebrity Apprentice, I asked him a couple of questions about his experience with social media. GR admits he didn’t embrace it right away. Here is an excerpt from our interview:

Geraldo Rivera, Runner-up NBC's  The Celebrity Apprentice

Geraldo Rivera, runner-up of NBC’s The Celebrity Apprentice

Let’s talk a little bit about social media. You came up with the selfie idea during one of the Celebrity Apprentice challenges, which was great for Cosmo magazine. Tell me how, as someone who grew up communicating the old school way, you use social media in journalism today.

I remember when Fox News came to me and said they would open Facebook and Twitter accounts for me. That was in 2009 or 2010 at the latest, and I turned them down. They even created the accounts, and I had them deleted because I thought they were going to make my life too complicated. But then we came into 2011, and it became clear that I was a day late and a dollar short on that one for sure.

I saw that social media had become a real way to connect with an audience. Because I’m such a controversial person, it gave me a place where I could respond to some of these outrageous charges or slings and arrows. It made me a person who was formidable again because I don’t have my own show. I’m on The O’Reilly Factor every other day and Fox & Friends and Hannity on Wednesday. I also have my specials, but that’s an inappropriate venue for responding to the events of the day, particularly the people who are making personal attacks. But, generally speaking, social media levels the paying field, I’m as powerful now as The New York Times or any gossip columnist. If you make a charge against me, I can come after you with equal vigor and equal visibility, even though I have a relative handful (100,000) of followers on social media.

Even in a big country of 300 million people, if you take someone on with a public issue or in a public way, it gets repeated here and there and that makes the world a much fairer place. Social media really is empowering, and I love it. I don’t see it as a task at all. I choose to see it as a 100,000 of my extended family, some of whom may hate me, but they’re going to hear from me and they’re going to tell their friends who are going to tell their friends. I had a post about the two cops who were assassinated in New York. I happened to be on vacation in Hawaii, but that post went to more than three million people. That’s bigger than the Times or the Wall Street Journal. That’s a lot of folks hearing how I felt about that particular tragedy.

With all the social media options, Facebook, Twitter, Instagram, etc., what is your favorite platform?
I think Twitter is best in terms of sharpening your point. You have to make your point succinct, so that’s my weapon of choice when it comes to making a quick splash. But Facebook is much more thoughtful. You can put together what are essentially columns and have the people read the column. I think that the juxtaposition of the two is very necessary; one is the headline and the other is the body, the reasoning for how you arrived at the headline’s conclusion. I like them both in tandem. I’m not into Instagram and probably won’t go into any of the others unless there’s a technological breakthrough that makes it necessary.
Thanks, GR!
Coming up: Ready4Air (TV) What it’s like when a show goes on hiatus

Deborah J. Mitchell

Deborah Mitchell Media Associates – Photo Credit: Debbie Mitchell Graphic – Design: Nay Ayache

Emmy-nominated network television producer Deborah Mitchell is a veteran of ABC and CBS News, a member of the Producers Guild of America, and a board member of the James Beard Broadcast and Media Awards Committee. Through Deborah Mitchell Media Associates, she will create your online personality with a customized website, book you on the right television show, manage your social media profiles, and connect you with the best and brightest digital influencers. Deborah is a weekly contributor for and author of So You Want To Be On TV. You can follow Deborah @SocialTVDeb and/or email, or email Nay Ayache on  


Ready4Air (Social) | (3) Ways to Keep Your Social Media New Years Resolutions

January 9, 2014 | Posted in Brands and Bloggers Connect, Social TV | By


Framed Social Media Logo

One of my resolutions for the new year is to be more socially engaging with my folks on my social platforms. I spent a large part of the holidays getting more organized which is going to be more helpful. I’ve found that being organized is key in getting most things done, especially when it comes to social media.

While there are so many different platforms to feed it’s not mandatory to be on all of them. Choose your top 3-4 favorite sites and put yourself on a regular schedule. I highly recommend using the scheduling platforms, Hootsuite and Tweetdeck, to pre-plan and schedule your posts.

My goal is to “talk” more to people online. I plan to follow back, comment and interact with more of you who have reached out to me. If one of your goals is to ante up your social media game in 2014, check out a few tips from our returning guest writer, web editor, Jessica Williams.

Related Post: Tips For Surviving Television and Social Media

Jessica Williams, Wed Editor

Jessica Williams, Wed Editor

By: Jessica Williams

RESOLUTION #1 Gain more followers on Twitter or “likes” on Facebook you can do the following: 

  • Post content that will entice your audience to engage with you. It’s best to post a question that will allow your following to  comment and share their opinion.
  • You can host contest on your Facebook (FB) page that will allow users to enter ONLY after “Liking” your page.
  • You can also gain followers and “likes” by sharing content and following new people. It’s all about building relationships. 

RESOLUTION #2 Become more active on social media:

  • If you’re not as active as you would like to be on social media and that “pesky” day job is getting in the way of your tweeting/FB updates you can set reminders on your phone to check in with your various networks. Even if it’s something as simple as posting a positive quote or asking your audience to “Hit RT if they’re happy it’s #HumpDay!”
  •  You can also utilize the weekend to give a recap of all the major pop culture and current events that took place that week. 

RESOLUTION #3: Think before you post 

  • I’m sure we’ve all tweeted/ posted something we later regretted I mean just ask Justine Sacco (seriously what on earth was she thinking).
  • If you’re ever unsure about what you plan to post just ask yourself: “is it kind, is it helpful, is it necessary, and is it true”. If the answer is no, the don’t post.

Now that you know my social media resolutions, tell us a little bit about yours. What do you want to do differently when it comes to social media? Leave us a comment or send us a question.

Read more about Jessica on her LinkedIn profile.  Click here.

Related Post: Tell Me…How Did You Get Into Social Media?


Photo Credit: Debbie Mitchell

Photo Credit: Debbie Mitchell

TV/Social Media Producer Debbie Mitchell is an Emmy nominated producer who is a member of the Producers Guild of America (PGA).  She is currently a member of the James Beard Broadcast and New Media Awards Committee.  If you are interested in “ Book Case TV” or are a brand interested in Social TV, blogger outreach campaigns, or a blogger or personality interested in television placement follow Debbie Mitchell@SocialTVDeb and/or email SocialTVDeb@gmail.comIf all else fails, her resourceful assistant, Sang, will find her.