Social Media for Startups: Entrepreneurs Share 5 Key Classes
NEW YORK — Greater than 500 feminine entrepreneurs and enterprise leaders from the New York Metropolis space gathered on the Sheraton Occasions Sq. Resort yesterday (Nov. 3) for the second annual NYC CEO BootCamp. Hosted by American Categorical OPEN, this networking and growth occasion is designed to assist girls entrepreneurs make connections, study the ropes of entrepreneurship and obtain their enterprise objectives.
This morning, Enterprise Information Every day reported on the “Social Media Energy Hour” occasion, a panel moderated by Lolly Wolly Doodle founder Brandi Temple that explored greatest practices and common recommendation for companies on social media. The primary half of the panel featured representatives from Twitter, Pinterest and LinkedIn, who shared some insider secrets and techniques about their websites. For the second half, Temple switched gears and invited Carrie Kerpen, president and CEO of name communications agency Likeable Media, and Caroline Ghosn, founder and CEO of Gen Y girls’s on-line neighborhood Levo League, to debate the function social media performs of their startups’ success.
Based mostly on the panel dialogue, listed here are a number of of Kerpen and Ghosn’s greatest suggestions for his or her fellow entrepreneurs on rising and branding a enterprise on social media. [Read related article: Best Social Media Marketing Solutions for Small Businesses]
Tailor your methods to the community. Throughout the first portion of the panel, Brinn Sanders (small enterprise advertising supervisor, Twitter) mentioned that one of many largest social media errors a enterprise could make is to suppose that it could possibly use the identical content material technique for all social networks. Kerpen reiterated this level, noting that her enterprise makes use of networks in another way primarily based on its goals for every.
“We’ve got a novel, numerous social technique,” Kerpen mentioned. “We join with CMOs [chief marketing officers] and [other industry influencers] within the digital area by Twitter. There’s no higher entry level. [To show] firm tradition, we use Fb. We recruit by Snapchat. We’re displaying how we’re innovators [by] being in each new community.”
Ask your prospects what they need. Years in the past, amassing suggestions from hundreds of shoppers was an enormous endeavor that required an expert market analysis agency and an enormous price range. In the present day, small enterprise house owners can get outcomes which are simply as helpful however far cheaper by utilizing social media.
“Social media is a technique to quantify [what customers want],” Ghosn mentioned. “We ask questions and solicit responses by social [channels], and launch full-fledged surveys and consumer focus teams. It’s a simple, cheap methods for enterprise house owners to leverage [data] that’s now turn into out there to them.”
Ghosn famous that the conversational nature of social media can enable for extra genuine dialogue between companies and shoppers, particularly since prospects are actually rather more vocal about their experiences with manufacturers.
Take a look at your content material. Your content material technique for social media will change consistently — not simply due to numerous networks’ algorithms, however due to altering shopper pursuits, too. What labored up to now might not be just right for you now, or vice versa. Kerpen really useful utilizing a trial-and-error method to study what content material is the simplest.
“One of the best ways to make use of social media for suggestions is to check your content material,” Kerpen mentioned. “Have a look at what’s getting favored and shared, and what’s not. Attempt two completely different messages, to see what works greatest. Throw it on the market, and be unafraid to play [with different strategies].”
Have a uniform model voice — and an individual who is aware of it properly. Whereas the precise content material you craft could also be completely different throughout networks, the one ingredient that ought to stay constant is your model voice. In lots of circumstances, social media is your first line of communication with prospects, and the voice you employ there’s a huge a part of their impression of your model.
Because of this, Ghosn strongly suggested in opposition to assigning social media to an intern or a employees member who occurs to have the time to tackle the additional work. As an alternative, choose an individual who may be very concerned with and dedicated to your model, and really is aware of tips on how to articulate the model voice properly on each social community you employ.
“[Social media] isn’t an afterthought,” Ghosn mentioned. “It’s a central a part of your voice, particularly with millennials. Millennials count on authenticity and real-time suggestions, and there’s no higher manner [to give that] than by utilizing the best social networks. Even Gen X is more and more extra literate round social media and count on you to be extra polished.”
Temple famous that certainly one of her firm’s largest errors early on was using a social media supervisor who hadn’t mastered the model voice.
“We employed somebody who didn’t have my voice, and didn’t have the [same] reference to prospects,” Temple mentioned. “It was our largest mistake. [Social] really needs to be prime of thoughts. If that’s the one connection your corporation goes to have [to its customers], it needs to be on level.”
Know your model values. Like your model voice, your model values want to come back throughout clearly and persistently throughout all of the areas that make up your on-line presence. Your first step to articulating your model values is to find out what they’re.
“It is advisable to determine who you’re first earlier than you share it with another person,” Ghosn mentioned. “[Think of] phrases to explain your corporation, imagery, and so forth. [Look at] different manufacturers who’ve found out what [you] need to be. Take that and study from it.”
Whenever you have a look at a profile, “it is best to know instantly what a model stands for and what it’s all about,” Kerpen added. “Coca-Cola stands for happiness. GE stands for innovation. Take into consideration what you stand for and tips on how to specific that on completely different networks.”