10 things start-ups should do on social media

As a marketing specialist with over 5 years of experience working across various industries, Olga Zolotarenko has identified 10 core principles for social media success. These are essential truths learned through constant experimentation to discover what truly drives results. Follow these principles consistently, and to see a compounding impact on your social media efforts.

Social media is crucial for startups looking to build brand awareness and connect with potential customers. However, it’s not as simple as just posting promotional content. Social media is inherently social – it’s about engaging with your audience and providing value, not just constant self-promotion. Here are the top 10 things every startup should do on social media:

1. Conduct Marketing Research

Before diving into social media, conduct thorough marketing research. This is your map to understand your brand personas, touchpoints, sales funnel, brand guidelines, voice, and overall positioning. Without this critical research, you’ll be lost.

2. Develop a Content Strategy

Armed with your marketing research, build out a comprehensive content strategy. Immerse yourself in your industry’s social media landscape to understand what content resonates. Categorize the different types of posts and identify potential content pillars.

A good content mix is 80% value-added and 20% promotional. Value posts include entertainment, education, communication, reputational, and situational content. The other 20% is for product/service promotion. But don’t make these overly salesy – the best promotional posts provide value while naturally converting interest.

“The best marketing doesn’t feel like marketing.” marketing expert Tom Fishburne

3. Analyze the Competition

Regularly expose yourself to successful social media content, campaigns, and creative assets from competitors, industry leaders, and other inspiring brands. This will train your eye for what works and form your own content ideation.

4. Leverage Trends

Stay on top of emerging trends, especially on trend-setting platforms like TikTok and Reddit. Find ways to news jack relevant trends that fit your brand voice and resonate with your target audience. Besides that keep an eye on trending music and templates.

5. Build Content Pillars

Develop distinct content pillars or categories that each serve a different purpose. For example: educational pillar, entertainment pillar, behind-the-scenes pillar, user-generated content pillar, etc. A diverse mix keeps your feed dynamic and interesting.

6. Post at Optimal Times

There’s an art to posting at times when your target audience is most active online. Use native analytics, third-party tools, and experiment to identify high-engagement periods. A consistent cadence also helps build audience familiarity.

7. Document Processes

Create detailed workflows and standard operating procedures (SOPs) for content creation, posting, and engagement. This documentation ensures consistency if team members change and allows you to refine your processes over time.

8. Engage Your Audience

Social media requires active engagement beyond just posting. Commit to liking and commenting on posts from your audience and others in your industry. Respond to comments and DMs. Ask engaging questions to learn more about your customers’ interests and pain points.

9. Test and Optimize

Social media is all about constant testing and optimization. Even if something works at first, it may become stale over time. Follow an 80/20 rule: 80% of efforts are on refining and optimizing what’s working, while 20% is for testing new strategies, creative approaches, and platforms.

10. Be Patient and Persistent

Building a solid social media presence takes time and persistence. Don’t get discouraged if individual posts or small tests don’t deliver immediate results. Stick to your overall strategy, make optimizations based on learnings, and remain consistent. Gradual progress will compound over time.

Social media success boils down to providing consistent value, engaging your audience, and projecting an authentic brand personality. With strategic planning, quality execution, and patience, social media can be a powerful engine for startup growth.