Enjoy the process.
Author: Ish Verduzco, head of social @a16zcrypto
Compiled by: Deep Tide TechFlow
Last week, I flew to New York City to host a workshop for cryptocurrency founders.
The goal was to provide them with some basic social skills that they could implement immediately.
Here’s a summary of my talk.
Why Build Social Influence?
An active social influence can help:
Increase sales
Attract talent
Build partnerships
Obtain funding
Acquire users
Gather product feedback
Build community
I was the head of growth at my last startup, and when we launched our public beta for the first time, thanks to our online influence, we immediately gained 1,000 downloads.
For more details see here.
I have friends who raised significant funds, built entire teams, and secured important partnerships solely based on their online influence.
If you still doubt whether this is worth it, consider the following:
Chris Bakke:
When we were running our last company, I generated over $3 million in revenue solely through my personal Twitter account between 2021-2022 (at that time, I had far fewer followers).
How to Manage Social Media While Running a Company?
Time is limited, and there are many tasks; you might feel that content creation is not your strong suit.
Here are 5 tips to help you get started today:
Tip #1: Focus on One Platform
Choose the platform where your target audience is most active.
Identify 10-20 creators who have your ideal audience.
Follow them and study their content.
Set notifications for the top 5 accounts.
Engage with their content and the people in their replies.
Once you master one platform, consider expanding to a second.
Tip #2: Schedule Dedicated Creation Time
Treat your online presence as part of your job.
People are more likely to follow individuals rather than brands.
Invest at least 10% of your time in this.
Dedicate a few hours each week to focus on content creation.
Use Typefully or Bluecast to schedule next week’s content in advance.
Engage in community management daily.
Tip #3: Use Prompts and Daily Themes
Prompt examples:
“Explain your work in simple terms.”
“Share how you came up with the product idea.”
More prompts can be found here.
Theme examples:
Monday - Thought Leadership
Tuesday - Community Highlights
Wednesday - Company Updates
Thursday - Product Marketing
Friday - Founder Reflections
Tip #4: Seek Support from Your Team
If you find it challenging, ask your team for help:
Interview you to uncover stories
Help edit and format your social media content
Actively engage after your posts go live
Do not
Let others completely take over your account
Overthink it. Take action, gather data, and then optimize.
Tip #5: Empower Employees
View employees as “internal KOLs.”
Encourage them to share their expertise online.
Allow them to build their own audiences and advocate for the brand.
Leverage employee networks to spread the company’s content.
Create a Slack channel for company social posts to foster interaction.
Cultivate a positive online culture.
Finally, I believe a successful founder's online presence should include:
Consistent and regular content posting
Active engagement in interactions
Sharing knowledge in their field of expertise
Not making it feel like they are always selling a product
Sharing personal life (like hobbies or interests)
Maintaining a light-hearted and humorous attitude
Not viewing social media merely as a promotional tool
Showcasing personal charm
Summary
Start with one social platform.
Set aside dedicated time each week for creation.
Use prompts and themes to overcome writer's block.
Leverage your team’s strength to uncover your stories.
Encourage employees to build their own online presence.
Additional Advice: Enjoy the process. This is social media.
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