Social media is a tricky and complex thing. Setting up Facebook and twitter accounts for your startup may not necessarily be a wise idea. It must ultimately lead to engagement and conversion for the right target market.
Leveraging on social media to spread your brand is not as simple as tweeting about the company’s progress or posting pictures onto Facebook Timeline. Having your consumers like your page or comment does not garauntee anything to help your business.
On the other hand, social media is free and multi-purposed. It can be used for marketing purposes. Small businesses can use it to gather marketing intelligence, build their brand, enhance their reputation, efficiently manage customer service, and find new sales leads.
However, as a smart entrepreneur, you must make sure that not too much time and resources in placed onto social media for too little return.
Facebook
This is a great way to build strong customer relations and create brand loyalty. Analytics and insights from Facebook are becoming a way for even the largest companies to bring in added value to their organization. However, note the short shelf life of a Facebook post and be prepared to think of creative ways to engage fans others than simply posting pictures or comments.
It is also debatable that one should not create a Facebook page before the product has been officially launched to prevent the Facebook hype from dying out before the actual launch. Therefore, analyze carefully the business development stage and select the appropriate timing to set up a Facebook account for your startup.
LinkedIn
Great for B2B engagements, hiring, finding the appropriate clients or strategic partners and also showcasing your expertise, LinkedIn would be more valuable for service-based companies. Starting or joining an existing group will help you discover trends in your industry, identify influencers in the space and create a network of like-minded professional and companies.
Twitter
Although Twitter can also be a fast track to landing your startup into a social media disaster just like MacDonalds‘ did, it is nonetheless a great way to build positive customer relations, and can become an effective form of customer service because you can listen to what your customers are saying and respond in real time.
However, know who to follow on Twitter and make sure that the people that follow you is in your target market. For example, if you want a bigger following among tech enthusiasts, writers, and editors. Search for Twitter users who use hashtags or social media management tools with various keywords such as technology and writer. The key here is not about the number of followers you have but the quality of the connections and whether it can result in any useful conversations and future influence.
Pinterest
Since this social media platform is picture-heavy, it might be more suited for companies that are product based to use as a great advertising tool. It is very visual based, and will be able to spread your brand fast through social sharing and recommendations. If your startup deals with softwares or is a B2B company, investing time into a Pinterest account might be a waste of resources.
Blogs and Forums
A highly effective and often underestimated form of social media, blogs and forums can be effectively used to give exposure to your product. It can also provide you with invaluable (but sometimes hurtful) opinions from the online community as to how you can continuously improve your product. If you have just recently launched your product, reach out to influential and related bloggers to not only review your products but also help you reach out to their readers.
In all social media platforms, remember to avoid using them as though you were managing your own personal accounts. Remember to be strategic and discerning so you never make in onto the list of “Biggest social media fails“.
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