Almost all startups, across countries
and tier 1,2 or 3 towns, understand the importance of social media. In the
words of Michael
Buck, Executive Director Global CSMB Online Marketing at Dell,
"With social media, even the smallest business can take center stage. By
engaging in online networks and communities, entrepreneurs and business owners
dramatically amplify their visibility among existing and potential
stakeholders."
But
in all my client engagements, i have observed one common mistake
that startups make as they begin to establish their social media presence.
Since they are unsure about what to do on social networking sites, their first
move is - opening Facebook and Twitter accounts and start posting/ tweeting
about announcements and offers from the company.
This
is not the mistake i am talking about. The mistake happens
at the next decision level. i.e. Once these companies ensure their Facebook and
Twitter presence, they go into the mode of "once we see the
fans/ followers and see the engagement that's happening, will we invest more in
any social media initiative".
I
call this a mistake because, hypothetically, brand X being on Facebook and
Twitter is no 'pull' for consumers to virtually attach yourself to the brand or
to engage with brand X. Brand X may post announcements and offers but that is
all one way communication. So in other words, is becomes a vicious circle where
- [1] the brand establishes its presence on Facebook and
Twitter [2] they go into a mindset that depending on
engagement levels [and accordingly ROI] will they increase their social media
spend/ indulge in any campaign [3] simple Facebook and Twitter
presence with one way communication doesn't ensure adequate engagement levels [4] startups
don't feel that social media is for them just yet and pull out on more social
media spends or continue their social media presence and engagement at the same
level.
There
are obvious solutions for the above, like taking social media consultation from
friends and family in this field, hire an expert, hire an agency or read up on
proper ways on presence, engagement and ROI by yourself. But despite of these
obvious answers, this mistake is very prevalent [in fact not just in startups
but in many small businesses and few medium sized businesses as well.] because
it involves a mindset change. As always, i would be glad receive comments or
counter arguments on this.
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