Social Media for Founders

Are you a start-up founder on the hunt for funding?

Want to build a robust customer base?

Ever considered how crucial your social media presence is for your success?

Based on a study of over 3,000 companies backed by a renowned Silicon Valley accelerator, we've unearthed critical insights.

And guess what? The social media presence of founders like you plays a pivotal role in a start-up's growth trajectory.

Here's a reality check for you:

Most founders boast about their product-focused, engineering-driven company profiles. Social media? "Not our playground," they say.

But here's where they're missing the mark. Social media isn't just another marketing channel. It's the heartbeat of your start-up's human side.

And yes, it's THAT important.

Why? People connect with people, not faceless brands.

Your personal touch as a founder can make all the difference. It's about trust, relatability, and the power of genuine connections.

Let's dive into the top 10 findings from the research:

🔎 Top 10 Research Findings

Social capital correlates strongly with funding amount.
Investors and customers first visit your social profile.
Customer social proof is more valuable than website testimonials.
Social platform has a greater trust than your owned media.
Social engagement is less intrusive for potential clients.
Social thought leadership is crucial for demonstrating "why" your business exists.
Social reach is both organic and viral.
Social conversations are non-invasive.
Social following is long-lasting.
Personal social media posts can tell powerful stories.

⏳ Let's understand each with a simple example

Social capital correlates strongly with funding amount.

This means that having a strong social presence and reputation can directly impact the amount of funding your start-up receives. For example, if you can demonstrate a strong social following and engagement, investors may see that as a sign of potential success and be more likely to invest in your business.
Investors and customers first visit your social profiles.

Your social media profiles are often the first impression people have of your business, so it's important to ensure they are well-maintained and accurately reflect your brand. For example, if you're looking to attract high-end luxury customers, ensure your social profiles reflect that by featuring high-quality images and posts that align with that brand image.
Customer social proof is more valuable than website testimonials.

Social proof from satisfied customers on platforms like Facebook and Instagram carries more weight than a static testimonial on a website. This is because it is a personal endorsement from a real person and often happens organically and naturally. For example, if your customer is happy with your service, they will take the time to review and recommend you on social media or your Google business page.
Social platform has greater trust than owned media.

This means that people are more likely to trust and engage with content that is shared on third-party platforms like Facebook and LinkedIn than content that is shared on your own website or blog. For example, a founder of a sustainable agriculture start-up might share a video of their farm on Facebook and Instagram, which would be more likely to be trusted and engaged with by potential customers than if the same video was shared only on their company website.
Social engagement is less intrusive for potential clients.

Engaging with potential customers on social media allows you to connect with them more naturally and less intrusively. For example, you can use social listening to identify potential customers and join conversations related to your industry. Then, you can reach out to them in a way that feels more conversational and less salesy.
Social thought leadership is crucial for demonstrating the "why" behind your business. By positioning yourself as a thought leader in your industry, you can demonstrate the passion and purpose behind your business. For example, a founder in the sustainable fashion industry can use social media to share their thoughts on sustainable production, the environment, and the importance of ethical fashion. This will create a loyal following and social proof to potential investors that an established thought leader backs the product and service.
Social reach is both organic and viral.

Social media allows for both organic reach and viral reach. For example, if you post an interesting video on YouTube and 10,000 people share it, that's viral reach. If you post a picture on Instagram and get 50 likes and 20 comments, that's organic reach. Social media allows you to have both, which is a great advantage.
Social conversations are non-invasive.

Social media allows you to converse with people interested in your business. For example, if someone comments on a post, it is natural and non-invasive to respond to that comment. This is more effective than cold calling or emailing them, which can feel invasive and impersonal.
Social following is long-lasting.

This means the followers you gain on social media are more likely to be long-term and engaged with your brand than short-term or one-off engagements. For example, a founder of a sustainable clothing brand may use Instagram to build a following of people who are interested in sustainable fashion. As a result, they will have a dedicated group of followers who are invested in their brand and will continue to engage with their content over time.
Personal social media posts can tell powerful stories.

By sharing personal stories or experiences on social media, founders can connect with their audience more personally and build deeper relationships with them. For example, a founder of a mental health start-up might share their own experiences with mental illness on social media, which can help to build trust and empathy with their audience and also help raise awareness of the importance of mental health."

Difference between 🏩 Company & 👨‍⚖️Founder Social
To showcase the difference between a company's social media page and a founder's social media page, consider the following examples:
- You might share updates about your product or service, case studies, and testimonials from happy customers on a company social media page. These are important for building credibility and showcasing the value of your offering.
- On a founder's social media page, you can share your personal story and the vision behind the company. Share your passion for your industry and how you're solving a particular problem. This helps create an emotional connection with your audience and build trust.
- Another example could be a company's social media page, which could showcase their awards and achievements and positive customer reviews, while a founder's social media page could be used to share their thoughts on industry trends or insights on a specific problem that the company is solving.
- Finally, a company's social media page could be used to share new product launches or new features that the product has, while a founder's social media page could be used to share their thoughts on the future of the industry or their perspective on a specific challenge that their company is trying to solve.
Overall, it's important to remember that while a company social media page is important for building credibility and showcasing the value of your offering, a founder social media page is equally important for building trust and emotional connections with your audience.
💎 Conclusion

As a fellow founder, I know how important it is to build a strong social media presence for our company and ourselves. My company and I have had some success building a professional and B2B-focused presence on LinkedIn and Twitter, but there's still room for improvement regarding platforms like Facebook and Instagram. However, my personal social media page on LinkedIn has proven to be a valuable asset, with over 20,000 C-level executives connected to me from my previous roles.

But now, as I pivot to the world of social impact, I realize the importance of re-evaluating who truly matters in this new world and how to connect best and engage with them. I know it won't be easy, but I feel a renewed sense of direction and purpose.

So, to all my fellow founders, I encourage you to step back and assess your social media presence. Identify where you've had success and where there's room for improvement. And don't be afraid to pivot and adapt as you grow and evolve. Remember, social media is not just about building a following; it's about building connections and relationships with the people who truly matter in your industry and in the world. Let's make a real impact together.