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An Interview With Roger Madison, Founder Of iZania

Posted by on Apr 9, 2013

Last year I did a series on black individuals and businesses online called Black Web Friday. In the second post of the series I highlighted a site called Izania, which is a black business networking website created by Roger Madison, whom I originally met on Ryze. Last week was the 45th anniversary of the assassination of Dr. Martin Luther King Jr and I had hoped to have this post ready by that date but it didn’t work out. So, one week later, I’m proud to share this interview with Roger that I hope you read because I think it’s important; at least it is to me.

1. Tell us a little bit about your site.

Black on Black-6

iZania.com was envisioned to be an online community to connect Black entrepreneurs, professionals, and consumers and help us to act in our self-interests and descendants of Africa.

2. What was your motivation for creating this site, where did the name come from, and how has it changed over time?

The motivation was inspired by the three years we spent living in South Africa from 1995 to 1998 – immediately following the transition to a democratic government. Nelson Mandela was a great inspiration in his expression of the “Spirit of Ubuntu.” Based in the South African philosophy of Ubuntu, (“I am what I am because of who we all are“) and the idea of consensus building, the concept perceives society as a community to which all individuals belong and is built on close relationships and group interactions. The community is held together by a feeling of mutual security and harmony. In this way, we hold to the traditional African values.

The word “iZania” is derived from a combination of Internet and Azania, which means the people of Africa. So, iZania means connecting the people of Africa via the Internet.

3. Do you get the same type and volume of activity that you did when you first started?

Our online activity has changed with the evolution of access to the Internet. We now derive our traffic from a number of sources – Our weekly newsletter, social networks (Facebook, Twitter, LinkedIn), and our online group marketing initiative at iZania Market (www.izaniamarket.com). Initially, all of our traffic was based on visits to our main site. We have grown to more than 9,000 subscribers.

4. Last year I did a series called Black Web Friday because I was of the opinion that black Americans are not only under-represented online but that most people, including each other, don’t know about them. What’s your thought on my perception?

Black people are definitely laggards in adopting online engagement. This has a lot to do with income and access. The rapid expansion of smart devices has changed that a lot. Some studies indicate that Blacks are more active users of smart devices as their primary access to the Internet. By definition, this defines the type of activity – texting, FB updates, YouTube videos, Pinterest, Instagram. These types of activities are reactive, shallow, impulsive. Black businesses don’t use many of the online business tools to leverage their success – marketing analytics, financial management, customer retention and acquisition, supplier management. Additionally, they need to use the same channels to reach consumers that the consumers are using. This will help them to become better known.

5. Do you think your site prospers or is held back somewhat by the niche you’ve created?

We have chosen to focus specifically on helping Black-owned businesses succeed – first by connecting them to Black consumers, and leveraging their success to compete in the mainstream marketplace. However, by defining our niche – not a supporter of minority business, but Black-owned businesses – we realize that we are self-limiting. In spite of this, we are committed to helping our people because we need more help. We believe we can succeed by helping other Black-owned businesses succeed. We have had only modest success in ten years as an online community.

6. Do you see a lot of engagement on your site? Do a lot of people find ways to end up working with each other?

We really don’t see much engagement at our site. However, the most active and fruitful engagement that we have participated in with members of our community happens away from the site. The online connection serves primarily as a means of introduction. The hard work of producing results comes in activity out of the public view.

7. I’ve never had the opportunity to go, but have you ever been to the Blogging While Brown conference? If so, what did you think, and do you believe conferences like this are important?

I have never attended this conference. Any conference can be important if it provides value for those who attend. Whenever people of like-minded interests can provide value for one another, it is a good thing.

8. What more do you think has to be done to highlight black Americans online so that, when people and organizations like CNN are putting together lists of top bloggers, more black people are included on them?

Major news outlets and cable stations serve the larger mainstream market, and occasionally capture stories of special interest from various interest groups. Bloggers who can cross all boundaries in generating content of interest to a wider audience will be more successful. Black bloggers must earn their way up to the top of those lists by focusing on what their audience is focusing on.

9. I wrote one of the first articles on iZania many years ago; how many articles do you think your site now has, as well as how many blogs do you think people have and actually write on your site?

There have been thousands of articles over our ten year history. Our challenge is quality. We chose not to monitor and filter except for gross violations of the interests of our members. We now have a problem where some “bloggers” simply post content they have copied from somewhere else. We don’t get as much original content and valuable input from serious thinkers. We are beginning to do some selective filtering and deleting content that is clearly not authored by the poster.

10. Take some time to tell us what you see coming for Izania.

We are planning a major revision of our website to include converting all of our content to a “responsive web page” so that our content is more easily viewed on mobile devices. We will also do a major revision of our content – eliminating content that is no longer relevant. We have conducted regular surveys of our members to gain insights into what is most important. We want to become a more effective virtual facilitator for transforming the efforts of Black people – economically, socially, educationally, politically – to affect positive outcomes in our communities.
 

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9 Comments »

iZania is a BIG idea.

I like big ideas.

Just like the black bloggers series man you should bring that back.

It’s good to network with brothers who aren’t just pushing MLM all day but have their OWN ideas, products, and services.
Darnell Jackson recently posted…What I learned from Ari Herzog – Q&A with the founder of AriHerzog.com.My Profile

April 9th, 2013 | 9:49 PM

I agree with that Darnell. However, I ended the series because not only did it seem most people didn’t care but the people and sites I shared didn’t seem to care either. I really thought that my doing the series would help spark some conversation and relationship building, and Ileane created a Twitter list trying to do the same thing, but in the end it just wasn’t meant to work that way I suppose. Roger’s got something here though, and maybe it’ll help get the job done better.

April 9th, 2013 | 11:54 PM

Mitch,
Thanks for sharing this dialog with your readers. I appreciate your interest, and those who continue to support our community.

April 12th, 2013 | 12:13 AM

I thank you for the opportunity to get more insight on iZania Roger. Obviously wishing you great success.

April 12th, 2013 | 1:22 PM

Izania great website for Black entrepreneur. Nice way to utilize all the efforts together.
Prakash recently posted…UC Browser for PC Free Download, Android APK, Symbian, BlackberryMy Profile

April 20th, 2013 | 1:34 PM

Mitch,

Roger is one of my all-time favorites! I was so glad to see him being profiled in this way. He has been extremely supportive of all of my endeavors.

I was pretty active over there at one point. I need to get back there because he has always given me a platform to say what I want.

I remember all of us on RYZE together. Remember those days?
Beverly Mahone recently posted…Solar Shades are Hip for Baby Boomer DivasMy Profile

May 2nd, 2013 | 2:19 PM

Bev, I do remember the Ryze days, and I’ve been with Roger about as long as you have. Glad you finally saw the interview with him.

May 2nd, 2013 | 10:47 PM
David:

I appreciate the concept of Izania. It seems like Roger has taken the time to identify an opportunity and blending it with a concept to build an audience that can benefit all his readers. It takes times and effort to build an audience and do outreach. I will have to visit the site because I am a fan of those individual leaders who create niche sites. Thanks for the exposure to Izania.

December 28th, 2014 | 1:07 PM

Roger has done a nice job with the site. I need to find ways to spend more time there. I hope you’ve visited it & told him about it, in case he doesn’t see this comment (it’s been a while since the interview).

December 28th, 2014 | 9:15 PM
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