Sociallogical, the social media consultancy formed by former PropelICT executive director Jeff Roach, is developing a scalable product that will allow business to identify their needs in social media and act on them.

Roach joined PropelICT in 2005 and spent five years developing what was then a fledgling tech incubator. He left in November 2010 and within two days launched a consulting career that is now Sociallogical.

He works with mainly established companies and is gaining more experience in teaching them how to use social media more effectively to increase sales.

“Social media has been around long enough that most people know they should be doing something,” said Roach in a recent interview.

“But a lot of people are too proud to admit they don’t understand it.”

Roach said he often meets with groups of businessmen who assure him, in front of the entire group, that they’re pleased with the progress their companies have made on the social media front. Later, they corner him privately and admit they don’t understand it and ask for his help.

The main problem is that they don’t know where to begin with social media.

As a result, Sociallogical, based in Saint John, has developed an online program called Learn.

He launched the course in November 2011 and has been refining the program and the way it is taught in the past year.

The program can be used by consultants and trainers as an aid when teaching businesses about social media.

The aim is to allow traditional businesses to understand what they don’t know, to fully grasp the different channels, tools and opportunities available in social media.

It also shows businesses how a solid social media program can increase top-line revenue.

“I think it’s very scalable,” said Roach, meaning the product could be distributed online so it could reach thousands of users.

“And you don’t need to be a social media expert to get in with us.” He said the course is most effective when taught one on one or in small groups.

Roach now offers a personalized course for businesses and is teaching people with the aid of Learn.

Now, he is now looking to beef up his team to help develop the product further.

“The most common experience of entrepreneurship is loneliness so I’m really looking for one or two people to come in with me,” he said.