Social networks, influencers and startups

Social media platforms and social media influencers are valuable tools for startups that cannot be overlooked


Social networks are valuable tools for startups! When starting, startups need to grab the attention of their target audience. They have objectives of notoriety, financing, positioning on the market, and sales to their customers. The different social networks allow them to achieve these different objectives by offering appropriate content, depending on the population to be reached. Social networks also allow a direct conversation with their target!


Four main elements are to be taken.


1. Choose the social networks on which to be present

There are many social networks, each with its own specialty and audience. It is important for a startup to know which networks to be present on and why and to know how to use each of them!

LinkedIn is the essential network for any startup to present itself and its offer. It is a corporate network that will help find partners. B2B startups will find a ground for prospecting there.

Then, depending on whether the startup is evolving in B2C or B2B, it will favor Facebook, a powerful customer targeting tool, Twitter an information relay with easy interaction, Instagram, which has a strong presence among young people, etc.


2. Delegate the community management of its accounts

Community management is the science of developing and leading a community that interacts with the startup: customers, prospects, candidates, employees, influencers, journalists, partners, service providers, etc.

It has several objectives: increase its notoriety, publicize its offer, address new markets or potential customers, manage customer relations, develop its employer brand, etc.

Community management is a profession as such, which requires expertise and technicality. Entrusting it to a specialized partner with proven competence, who helps define the strategy, and who is responsible for implementing it, is an almost mandatory choice when the startup’s resources are mainly devoted to tech and business development at the beginning.


3. Communicate during major professional events

Participating in a trade show is a way for the startup to promote the company, its values, its image and improve its notoriety on the condition of supporting its participation with a well-oiled communication plan.

Events such as the CES, the Web Summit, VivaTech,… are great opportunities to communicate; all eyes and the media are on these shows for a few days, and their hashtags are the most powerful of the period.
Speaking during this period has a very (very) significant reach.


4. Call on influencers
The use of influencers by startups is a mode of promotion that should not be neglected. It is one of the fundamental marketing tools.

The startup will choose an influencer who not only has strong notoriety on social networks but who will also be credible in testing their service and promoting their products to the startup’s target market.

The influencer is a true professional with whom the company will enter into a business partnership. The influencer’s performance should be considered a communication/marketing expense.

Influencers have a lot of audiences and a particularly interesting power of recommendation when you have a new product or service … which is generally the case with startups. Marketing influence is, therefore, an essential way to promote your startup.


Story by Olivier Laborde / Mario Pawlowski contributed to this article


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