Starting Up with Social Media

It’s not hard to see the value in social media when you have an audience of hundreds, thousands, or even tens of thousands of attentive fans, engaging with your content and sharing your branded material. But when you’re speaking to just a handful of people, social media can seem a little daunting, maybe even a little pointless. But of course, every business has to start somewhere, and bridging that gap—developing enough of a following for your social media presence to really matter—is imperative.

Still, startup companies have their work cut out for them. They don’t have the benefit of a built-in audience or any kind of brand cache. They’re building a social media presence more or less from scratch, seeking to scale their online presence even as they build the business itself and contend with what are often quite limited budgets.

So what’s a brand new company to do in order to construct a firm foundation for ongoing social media interaction? What are some smart, effective ways to get the ball rolling on Facebook, Twitter, LinkedIn, and all the rest?

Getting Started on Social Media

1. To begin with, dispel the common misconception that all of your social media posts have to be done in “real time.” As you’re launching your new company, you’ll surely have your hands full with fundraising, product development, and various administrative duties. Rather than fretting about social media throughout the week, set aside some time every week or even every couple of weeks to write a batch of posts, load them into a social media scheduler (Hootsuite is just one example), and automate the majority of the posts you are sending out.the rest.
2. Remember that while consistency is key, quality ultimately trumps quantity. There’s little need to post ten updates per day, especially if they’re mundane or add little to the reader’s life. Sharing one post daily, assuming it’s something like a compelling meme or a value-adding company blog post, is a much better use of time.
3. Make it easy for your fans and followers to become brand ambassadors. Make sure you have social sharing buttons positioned strategically on your blog entries and throughout your branded content. It’s also smart to include social media links in your email signature.
4. Remember that social media isn’t just about you talking at customers; it’s also about listening to what they have to say. Viewing social media as a two-way street is especially important at this early stage in the life of your company. Check your social media feeds regularly for messages and brand mentions, and engage your customers—viewing it not just as an opportunity for marketing, but as an opportunity to solicit feedback and to provide customer service. This is a great way to let your customers see how your company does responds when it comes to customer service feedback. Just because a customer has a complaint does not mean you should rush to delete it. Address it and let your customers see that you are looking to take care of them.
5. Keep in mind that social media marketing is about developing relationships, and that’s something that takes time. There won’t be overnight results. Don’t panic over a perceived lack of attention and start acting crazy or desperate—using a hundred hashtags or tagging random people in your posts. Be patient and keep it professional.

Something else that’s important to do, from day one, is to develop a cogent social media strategy. Consider what you’re trying to accomplish, and how that fits in with your broader online marketing goals. To start a conversation about social media, don’t hesitate to contact our team today.