Startup survival kit: 5 tips on how to overcome the social media jungle
Startup - These days, every business that isn't stuck in the Stone Age has at least a profile on some social media.
While big companies stand out like redwood trees with their huge communication budgets, small and medium-sized companies are sprawling at the bottom of the social media jungle. So that you don't get nipped in the bud as a startup, here are 5 tips for a good start.
1. find out what you are and what you want to be
Before you even think about platforms, you should consider what your business goals are and how SoMe (social media) can contribute to them. It should be clear from the beginning what kind of company you want to present yourself as virtually and who you want to address with it. A startup in the financial sector, for example, has a different target group than a company that deals with food distribution.
2. on which platform to climb
Facebook may have over a billion users, but if your target audience isn't on that platform, you might as well just throw your content in the trash. There's also no point in signing up on all platforms.
It is not necessarily about an industry-relevant platform. Criteria for the choice of platform are: Age of the target group, location of the startup and the character of the own product/service. For example, if the company has a B2B service, a presence on the platforms is interesting, on which the companies are also, which one wants to help. Here, for example, sites such as LinkedIn or Xing are also to be considered.
3. community management
What sounds highfalutin is nothing else than customer building and customer contact. On the one hand, the SoMe community should be introduced to the product, but questions and concerns should also be addressed. Messages should be answered promptly and the community should be involved. Emotions often play a big role. This can be done, for example, by including your own employees - e.g. mail from an employee.
You shouldn't publish content by choice and without a plan. This type of communication can come across as unprofessional and aimless.
Whether you post something once a day or once a week - a continuity binds the audience and arouses interest. Of course, posts can also be published spontaneously - but a basic noise is advantageous. Therefore a "content planning" in advance can be an advantage. Thus, you can also communicate prepared for upcoming events and milestones.
5. stay yourself
Even if the competition is now betting on a certain USP and communicating this via social media, you shouldn't be betting on that horse as well. Your product is YOUR product for certain reasons. It has its own arguments and reasons why it is exactly your product. Don't give a false image of your start up and your product. Sooner or later everything comes to light. When this happens, they lose credibility and that is one of the most important things in social media. Once the reputation is lost, it's hard to get it back.
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