How to Get Your Company Started On a New Social Media Platform

Author: Kellyn Liberty
Read time: 2 minutes

A step-by-step guide

Today, a strong social media presence is an asset for any company. But what about starting from scratch? And what if you’re not a household brand? When a company ventures onto a new social media platform for the first time, it's essential to lay a solid foundation for success regardless of your industry.

At MacAllen Media & Public Affairs, we tend to work with chemical manufacturers and distributors, biotechnology companies, and other industrial players that are upstream in the value chain. Sometimes these companies wonder if it’s worth being on social media. Other times, they desperately want to grow their social media presence but don’t know how to gain traction.

It’s possible to leverage social media to boost your reputation, even when you’re a business-to-business organization. In this article, we present a step-by-step guide. Whether LinkedIn, Instagram, TikTok, or any other platform, these strategies can pave the way for social media success.

Step 1: Research the platform

Each social media platform has its unique features, tone, and audience. Take the time to research the new platform thoroughly. Familiarize yourself with its algorithms, best practices, popular content formats, and engagement trends. This knowledge will be invaluable in crafting a tailored approach to maximize your visibility and engagement.

Also, try to gain a healthy understanding of what the platform can and cannot do for you and your brand. For example, depending on your business, LinkedIn can be a great place to increase brand awareness, but Instagram may not.

Arm yourself with this information from the start because you will need to be able to explain this to other people in your organization, likely more than once.

Step 2: Set goals

Before diving into any new social media platform, it's crucial to have a clear understanding of your goals. Conduct an in-depth brainstorming and discovery session with key leadership and departments at the company, and then set one or two objectives – whether those are brand awareness, lead generation, community building, or increasing sales.

Step 3: Understand your audience

Identify your target audience, including demographics, interests, pain points, and online behavior. This information will guide your social media strategy and content creation. Also, challenge yourself and other people in the company or on your team to put yourself in your audience's shoes. From their perspective, try to answer the question “What’s in it for me?”. Would they be more likely to like a post about your company picnic or download a white paper that can help them in their role?

Step 4: Create a compelling profile

Your company’s social media profile is its digital persona, and it's essential to make a strong first impression. Optimize your company profile with high-quality images, a captivating description that conveys the brand identity, and a link to the company website or relevant landing page. 

Tip: Don’t forget to follow your company’s brand guidelines and key visuals. Consistency across social media platforms reinforces your brand and enhances recognition.

Step 5: Develop a content strategy

A well-thought-out content strategy is the backbone of any successful social media presence. Establish content pillars that align with your brand values and resonate with your target audience. 

Plan a mix of engaging content formats, including images, videos, carousels, stories, and reels. Consistency in posting schedules and content themes will help create anticipation and loyalty among the audience, as well as building blocks for comparison in the future. 

After just two months of using this approach, Econic Technologies, a deep tech start-up in the renewable carbon industry, grew its LinkedIn following by more than 300%. Prospects and journalists noticed the increased activity. As a result, web traffic increased and Econic was ultimately approached by several potential partners and customers who said they saw the company’s new product offering on Linkedin.

Step 6: Engage with your community

Social media is a two-way street. You must actively engage with your audience. Respond to comments, messages, and mentions promptly. Show appreciation for positive feedback and address any concerns or inquiries with empathy and professionalism. Building a genuine connection with the community fosters loyalty and trust in the brand.

Engaging with your community may also require internal engagement. Employees may not automatically like and share your social media content. Sometimes it’s best to directly ask them to engage. For example, when you begin posting on a new platform, you may want to send an email to people with a link to the post and tell them to like, click, share, and comment. You can even draft some simple comments that people can use or re-write in their own voices.

Step 7: Analyze and optimize

Consistently monitor your social media performance using analytics tools provided by the platform or third-party tools. Track key performance indicators (KPIs) such as reach, engagement, click-through rates, and conversion metrics. Analyze the data to identify trends, successes, and areas for improvement. Use these insights to refine the content strategy and optimize the client's social media efforts.

You might be surprised when you check the numbers. Sometimes your gut instinct about what’s working or not isn’t accurate.

Step 8: Make use of leaders and experts

Once your company profile is on the right path, you may want to engage company leaders and subject matter experts to try to leverage their personal profiles. Social media is, after all, social. People often want to engage with other people more than they want to engage with companies. 

Talk to one or more leaders within your organization and ask them if they would be comfortable making a content plan together – one that nicely compliments the company content plan. This gives them an opportunity to elevate their profile as a thought leader or expert while capturing the attention of their personal and professional networks to the benefit of the brand. 

Key takeaways

Getting started on a new social media platform requires a well-rounded approach with thorough research, clear objectives, compelling content, and consistent engagement. By following our step-by-step guide, your brand will be on its way to forging a meaningful presence on any social media platform. Remember, social media is ever-evolving, so stay agile and open to adapting strategies as the landscape changes. Happy social media marketing!

About the author

Kellyn Liberty is a campaign and brand strategist who has worked with dozens of Fortune 500 companies. If you have questions about branding and brand style guides, please don’t hesitate to send her a message.

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