1 Common Mistake Made by Startups while establishing their Social Media presence


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. 

karanbhujbal

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