Or, they can designate other team members as their “social guru team” to manage their channels and their communications, so long as there's a social media policy guideline to follow. That said, building a social media presence is no different than integrating any new program or system into your business. Those businesses and leaders have already done their research, so follow their lead, understanding that their audience is your audience; and hone your strategies by utilizing the best plaforms for your bottom line. It's your time to go live, but keep in mind these three strategies as you do: 1. Always keep your end goal in mind -- regardless of platform or situation. If you’re simply posting, knock it off and start engaging. Take Cisco’s creative @WeAreCisco drives, for example. Still, keep in mind that the more often you plan to post, the more it will cost, even if you cover everything in-house. But, as your organization evolves, your social media presence must, too. Social media is, by its nature, cost-effective, and entrepreneurs who prioritize their organizations' end goals, act socially and evolve their companies' presence while remaining human, can capitalize on these platforms without breaking their budgets.
Your startup might be lurching along without much capital, but that doesn’t mean you can drop off the grid. Your business needs social media, and, fortunately, you don’t have to drain your account to get a big boost from today’s hottest platforms. You just have to be strategic without becoming too stingy.
A joint study by Smart Insights and Clutch echoed this reality,quantifying the value of various social media platforms across organizations: 58 percent of B2C companies and 46 percent of B2B companies surveyed considered social media a worthwhile investment in time and money. But, with the number of people active on social media predicted to grow from 2 billion to 2.5 billion in 2018, those percentages are also likely to rise.
From edging out competitors to building loyalists to wooing investors, social media is an increasingly essential component of doing business today. And for an entrepreneur with a shoestring budget, all it takes to navigate this social realm is wholehearted dedication, a strong company culture and a desire to connect to your audience in a genuine way. Here’s how:
Mapping out a cheap — but killer — social media campaign
Social media is meant to be a more cost-effective way to gain publicity for any new product or service. This benefit is especially potent for startups because of how often they operate with a very limited or nonexistent marketing budget.
Moreover, a social media presence doesn’t require outside help (though outside help certainly doesn’t hurt if you can afford it!). Even founders who are busy can add a social media plan to their “to-do” lists by understanding how and why they’re using it. Or, they can designate other team members as their “social guru team” to manage their channels and their communications, so long as there’s a social media policy guideline to follow. Having at least two people on this team with the requisite credentials can help ensure that your company’s efforts are coordinated and outreach is backed up by collaboration.
That said, building a social media presence is no different than integrating any new program or system into your business. The effort takes proper planning, particularly with regard to figuring out which social channels are likely to give your company the most bang for its buck.
Entrepreneurs who are initially unsure where to focus their efforts can look to their competitors for guidance. Those businesses and leaders have already done their research, so follow their lead, understanding that their audience is your audience; and hone your strategies by utilizing the best plaforms for your bottom line.