Given how technology is changing marketing, there is no denying that establishing a robust social presence is a must, especially for new business owners. However, like any traditional or non-traditional marketing tool, social media is useful only when it’s used effectively. Just posing for the gram isn’t going to cut it.

Over the past decade, social media went from being a fun ‘distraction’ to businesses’ biggest opportunity. It’s a known fact that using social media to grow a startup is the most straightforward and fastest way. That’s because it is where everybody is hanging out.

The immense amount of communication occurring over the Internet via these social media channels brings a chance for brands to increase their awareness — often, for free — and also the possibility of utilising these platforms for implicit marketing — also, for free.

As such, advertising has dramatically gone down over the years.

If you don't have a big budget, you can still advertise successfully with this cost-effective strategy. Use your social media platforms to drive attention to your brand by creating a series of posts that are on a trending topic. This can help generate traffic from unexpected sources but from an audience that is still relevant.

As your followers start liking, commenting on, and sharing your social posts, your content is shared to new audiences. As people share your content with their networks, and their networks follow suit, your content spreads across the Internet. This would create a ripple effect not only for engagement but brand awareness too.

On the other hand, you can’t deny that social media has its flaws.

For startups, social media management takes time. #TBH it is easy to feel demoralised when brands like Shake Shack have millions of likes, and you have less than fifty. To quote Mark Roberge, Hubspot’s Chief Revenue Officer, “Just because you don't see results yet, doesn't mean it's not happening.”

Keep in mind that conversation is vital and that the personality reflected in the social media world should indicate how you would like your brand to be viewed.

Another rookie mistake would be getting caught up in joining every single social media platform available. Trying to juggle Facebook, Instagram, Twitter, Linkedin, Snapchat and Youtube will only lead to burnout. Pick wisely and start with just a couple of platforms.

The fastest way to crash is to refuse to innovate. Remember, social media killed radio and TV #byefelicia

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