Petia Abdur — Razzaaq Of The Stylista Group On How To Cultivate Connection & Community In A Click to Connect World

An Interview with Karen Mangia

Foster Genuine Connections: Actively engage with your followers by responding to comments, asking questions, and initiating conversations. Show genuine interest in their thoughts, opinions, and experiences. Building authentic connections with your audience fosters a sense of community and encourages them to become more engaged with your content.

We often use the term “Influencers” to describe people with significant social media followings on platforms like Instagram, Twitter TikTok, Youtube, Linkedin and Facebook. Influencers have become today’s media titans, sought after for everything from product placements to timely trends. What’s the difference between influence and impact? Fans and followers? Sizzle versus staying power?

In this interview series, called, “How To Cultivate Community In A Click to Connect World” we are talking to influencers about how they define success and what we all need to discover about the true nature of influence. As a part of this series I had the pleasure of interviewing Petia Abdur Razzaaq.

Petia Abdur Razzaaq is the chief executive officer of The Stylista Group, a boutique digital marketing agency that specializes in digital marketing plans and programs for consumer, lifestyle, and luxury brands.

Ms. Abdur-Razzaaq began her career at www.boston.com, where she developed effective online marketing campaigns for major clients such as Dunkin Donuts and Fleet Bank.

As a former member of email marketing industry leader Constant Contact’s Authorized Local Expert team, she delivered best practice presentations on digital marketing in the NY Metro area for several years. Today, she holds a similar role as a Trainer for the Grow with Google Program.

Petia Adbur-Razzaaq has also been an Adjunct Instructor in the Continuing Education Department at City College and a guest lecturer at NYU.

Ms. Abdur-Razzaaq holds an MBA in marketing from Pace University’s Lubin School of Business and a BA in management and marketing from Simmons College in Boston, MA.

Thank you for making time to visit with us! Our readers would love to get to know you a bit better. What’s the most important lesson you’ve learned along the way that influences how you operate now?

The key to social media community building is to be crystal clear about which platforms your target audience are actively engaging on.

We’re all searching for some good news. How are you using your platform to make a positive social impact?

As a social media expert and the founder of The Stylista Group, I recognize the power of online platforms to inspire, connect, and uplift communities. Here’s how I leverage social media to make a positive social impact:

1. Curating Inspiring Content: I focus on sharing stories of resilience, kindness, and progress. By curating and amplifying positive content, I aim to uplift spirits and inspire action for positive change.

2. Community Building: I foster inclusive and supportive online communities where individuals can connect, share experiences, and offer support to one another. These communities serve as safe spaces for dialogue, collaboration, and collective problem-solving.

3. Advocacy and Awareness: I use social media to raise awareness about important social issues and advocate for positive change. Whether it’s promoting environmental sustainability, social justice, or mental health awareness, I leverage my platform to spark meaningful conversations and drive action.

4. Collaborative Campaigns: I collaborate with like-minded individuals, organizations, and influencers to launch campaigns that address pressing social challenges. By mobilizing collective resources and amplifying our voices, we can affect meaningful change on a larger scale.

5. Empowering Action: I provide resources, tools, and actionable steps to empower my followers to make a difference in their communities. Whether it’s volunteering, donating, or advocating for policy change, I believe that everyone has the power to contribute to positive social impact.

Through strategic use of social media, I strive to create a digital ecosystem where positivity, empathy, and social responsibility thrive, ultimately making the world a better place for all.

Many of our readers are influencers as well. Others have tried and have yet to succeed. What words of advice would you offer to aspiring influencers, knowing what you know now?

Certainly! Here are five tips for aspiring social media influencers:

1. Authenticity is Key: Authenticity is the cornerstone of building a loyal and engaged audience. Share your genuine passions, interests, and experiences on social media. Your audience will appreciate your authenticity and be more likely to connect with you on a deeper level.
2. Consistency Matters: Consistency is crucial for growing your audience and maintaining their interest. Establish a regular posting schedule and stick to it. Whether it’s daily, weekly, or bi-weekly, consistency helps keep your audience engaged and coming back for more.
3. Engage with Your Audience: Social media is all about building relationships. Take the time to engage with your audience by responding to comments, asking questions, and participating in conversations. Show your followers that you value their input and appreciate their support.
4. Quality Over Quantity: Focus on creating high-quality content that resonates with your audience rather than churning out a high volume of posts. Invest in good photography, videography, and editing to ensure that your content stands out in a crowded digital landscape.
5. Collaborate and Network: Collaborating with other influencers, brands, and organizations can help expand your reach and grow your audience. Look for opportunities to collaborate on joint projects, cross-promote each other’s content, or participate in influencer marketing campaigns. Networking with fellow influencers also allows you to share insights, exchange tips, and support each other’s growth journeys.

Success is often a matter of perspective. I’ve always resonated with Henry David Thoreau’s quote, “It’s not what you look at that matters, it’s what you see.” How do you see success — or define success — for yourself now?

Success for me at this point in my life is deeply tied to making a lasting impact that will outlive me. This belief is one of the main reasons why I teach. By sharing my knowledge and experiences, I aim to inspire and equip the next generation to achieve their full potential. Teaching allows me to plant seeds of growth, innovation, and positive change that will continue to flourish long after I’m gone. Through education, I hope to create a legacy of empowered individuals who can make meaningful contributions to the world.

What are your strategies to make room for who and what matters most?

Prioritizing enables me to distinguish between situations that require immediate attention and those that do not. Professionally, I focus on tasks aligned with my goals and objectives. Personally, I prioritize the people who are my greatest cheerleaders and support system.

How do you reduce or mitigate stress?

I mitigate stress by unplugging and creating balance from time to time. I have found that doing so also creates fresh perspectives and the ability to problem solve on a clean slate.

I’m going to try a few of your tips, and I’m hopeful our readers will, too. Now it’s time for the big reveal — the moment our readers have been anticipating. What are your “five strategies to cultivate a large & engaged social media community?’

Certainly! Here are five strategies to cultivate a large and engaged social media community:

1. Consistent and Valuable Content: Regularly post content that provides value to your audience. This could include informative articles, entertaining videos, inspiring quotes, or engaging questions. Ensure that your content aligns with the interests of your target audience and adds something meaningful to their lives.

2. Foster Genuine Connections: Actively engage with your followers by responding to comments, asking questions, and initiating conversations. Show genuine interest in their thoughts, opinions, and experiences. Building authentic connections with your audience fosters a sense of community and encourages them to become more engaged with your content.

3. Utilize Interactive Features: Take advantage of interactive features offered by social media platforms, such as polls, quizzes, live videos, and interactive stories. These features encourage active participation from your audience and can help boost engagement levels. Additionally, consider hosting Q&A sessions, contests, or challenges to further incentivize engagement.

4. Create a Sense of Belonging: Make your social media community feel like a welcoming and inclusive space where everyone feels valued and heard. Encourage interaction between members, facilitate discussions on relevant topics, and celebrate milestones and achievements together. By fostering a sense of belonging, you’ll encourage members to become more invested in your community.

5. Collaborate and Cross-Promote: Collaborate with other influencers, brands, or organizations within your niche to reach a wider audience and attract new followers. Cross-promote each other’s content, participate in joint projects or events, and share each other’s resources. Collaborations not only help expand your reach but also introduce your community to new perspectives and ideas.

What do you do to create a greater sense of connection and community among your fans?

Creating a greater sense of connection and community among your fans involves fostering meaningful interactions, facilitating shared experiences, and making individuals feel valued and included. Here are some strategies to achieve this:

1. Encourage Engagement: Actively engage with your fans by responding to comments, messages, and mentions. Show genuine interest in their thoughts, questions, and experiences. By acknowledging and interacting with your fans, you make them feel heard and appreciated, strengthening their connection to your brand or content.

2. Facilitate Communication: Create opportunities for your fans to connect with each other. Encourage discussions in the comments section of your posts, host live Q&A sessions or virtual meetups, and facilitate online forums or groups where fans can share ideas, ask questions, and support each other.

3. Share Behind-the-Scenes Content: Offer glimpses into your personal life, creative process, or behind-the-scenes moments. Sharing authentic and relatable content humanizes your brand or persona, making it easier for fans to connect with you on a deeper level.

4. Create Community-Centric Content: Develop content that encourages interaction and collaboration among your fans. This could include challenges, contests, polls, or collaborative projects where fans can contribute their ideas, creativity, or skills.

5. Celebrate Milestones and Achievements: Acknowledge and celebrate the achievements and milestones of your fans. Whether it’s reposting their content, featuring them in shoutouts or spotlights, or sending personalized messages of appreciation, recognizing their contributions fosters a sense of belonging and pride within the community.

6. Provide Value: Offer valuable resources, insights, or exclusive perks to your fans as a way to reward their loyalty and support. This could include access to exclusive content, discounts on products or services, or early access to new releases or updates.

7. Listen and Adapt: Pay attention to the feedback and preferences of your fans, and be willing to adapt your approach based on their needs and interests. By demonstrating that you value their input and are responsive to their feedback, you build trust and loyalty within your community.

By implementing these strategies, you can create a vibrant and engaged community of fans who feel connected not only to you but also to each other, fostering a sense of belonging and camaraderie that enhances their overall experience.

As an influencer, you are, by definition, a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.

If I could inspire a movement that would bring the most good to the most people, it would be closing the digital divide in poorer communities and nations. In today’s interconnected world, access to the internet and digital tools is no longer a luxury but a necessity. Bridging this gap can empower individuals with education, healthcare, economic opportunities, and a voice in global conversations.

By ensuring everyone has equal access to digital resources, we can foster innovation, reduce poverty, and create a more equitable and sustainable future for all. The ripple effects of this movement could trigger unprecedented progress and prosperity worldwide.

We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world with whom you’d like to have a private breakfast or lunch with, and why? He, she or they might just see this. :-)

I would absolutely LOVE to be able to spend some time with Fawn Weaver, chief executive officer and founder, Uncle Nearest Premium Whiskey and Uncle Nearest Inc. I often reference the brand in many of the social media classes that I teach, and it would be amazing to hear directly from her how she decided to embark on her amazing journey.

What is the best way for our readers to further follow your work online?

I would like to encourage your readers to follow and connect with me on LinkedIn. I recently earned a badge as a top voice for Influencer Marketing so we can always continue the conversation there! My LinkedIn profile URL is: https://www.linkedin.com/in/petiaabdurrazzaaq/.

Your readers can also reach me through my company, The Stylista Group — https://www.thestylistagroup.com/

Thank you for these thought provoking insights. Here’s to your continued success!

About The Interviewer: Karen Mangia is one of the most sought-after keynote speakers in the world, sharing her thought leadership with over 10,000 organizations during the course of her career. As Vice President of Customer and Market Insights at Salesforce, she helps individuals and organizations define, design and deliver the future. Discover her proven strategies to access your own success in her fourth book Success from Anywhere and by connecting with her on LinkedIn and Twitter.