How a Startup Can Manage Its Social Media Like the Big Boys

How a Startup Can Manage Its Social Media Like the Big Boys

My friends in management consulting like to talk about a ‘flat-earth’ world.  They don’t mean denying the world is round, rather the trend in businesses to reduce layers and focus on agility.  While such consultant speak sounds good, the reality is that startups, at least successful ones, are consistently more agile their much larger competitors – the ‘Big Boys’.

That being said, the big boys tend to have a massive advantage when it comes to social media.  Not only do they start with a large and entrenched customer base but they also have a recognizable brand.

But in many ways, this advantage is the weakness of the big boys and when it comes to revolutionizing how to manage their social media presence several startups are leading the way.

As such, this article will take a deeper look at how a startup can manage its social media like the big boys.  These strategies will help you and your co-founders to gain an advantage over your more mature competition while building a brand presence that will set customers afire.

Why Social Media?

If you loved the show Mad Men, then you know it was set in the golden age of advertising.  But today advertising is dying and social media is the culprit.  Not only is social media a great way to spread the message about your startup, but it can also help to drive traffic and engagement.

Another reason why social media is so popular today is that it is free.  You can set up accounts for no cost and from there, you only need to pay for someone to manage your account and the occasional promoted post.  This is important as most of the startup I know are not exactly awash in cash.

So, where do you start?  Here are a few tips which will help your social media presence stand out.

Appearance Matters

Ok, you are trying to change the world with your startup.  But when it comes to your social media accounts you want to make sure it looks good before you go live.  Look at your larger competitors, they will all have great cover photos, profile pictures, and key information about where to find your product or service.

The purpose here is to make your profile be attractive enough that a visitor will be inclined to click like or follow.  Granted, most of your early followers will be people you know but what about the people they know?  So, put your best foot forward from the beginning as this will help your startup to look credible.

Content is King

It used to be that you could start a business, advertise, or network and you would get customers.  For starters, it was never quite that easy and time have changed.  If you want to attract interest today you need to create content that will attract the types of customers you want.

This means creating content which will not only gain their interest but that they will want to share with their network as well.  Remember, it’s not just blog posts (he says in a blog post) but content can include videos or high-quality infographics as well.  In fact, combining a blog post with a video or an infographic is a great way to create interest.

Account Management

A big buzzword in marketing circles these days is social and corporate governance. The idea is to put together a strategy to control the reputation and representation of your brand across multiple social media accounts and platforms.

While this might sound simple enough, governance is not just making sure the latest update gets posted on time, it also includes ensure that all accounts, posts and content are in keeping with the brand’s values. This way your startup is known for the great work you do, instead of a gaffe which goes viral.

Trendspotting

This is one area where a startup can have a big advantage over the big boys as you are the ones creating the trends.  Compare this to large corporations who need weeks, if not months, to come up with their next product or message.

Trendspotting is about keeping your ear to the ground and listening to what customers are saying – about you, about your competitors, and about the world in general.   One plus of capitalizing on trends is that is a great way to expand your reach by tapping into something which is already happening in the market.

Examples of trendspotting can be tracking relevant hashtags or checking out key influencers to see what it is that they are talking about.  Just remember that tracking the market is not enough.  You need to find ways to create unique content which connects with the trend you are trying to tap into.