“Social media & startups: It’s a different ballgame” – Is it?

I just finished up reading a post written by Joanna Lord on one of the most popular topics of the day – social media & startups.

Good article.

I decided to build up on it. As a person who did run Sales for startups and who is also using social media/networking for sales/marketing and business development, advising companies, including startups on how to use these channels, I have some thoughts on this subject.

And the way I’d like to approach this is by outlining the main differences between startups and “grown-up” companies for Social CRM focus areas: sales, marketing and customer service/support.

So what are the main differences?

Startups need to do marketing segmentation and find out who they will be selling to – right? They still need to spend resources/money to market and sell their products and services. They most definitely have someone who is responsible for securing beta customers, talking to VCs, influencers, press, etc..  You can’t get product out to the market without doing sales and marketing – correct?

And the differences? – Startups have to do the same for sales, marketing, business development as the bigger companies, but with fewer resources!

What is the social media play here? In addition to all the “old”, traditional sales/marketing channels we have a set of new ones. As in a past, each company based on what and how it sells determines which traditional and new channels to use and how… The methodology stays the same. It just expands to include these new social media/networking channels.

So instead of debating whether to use Twitter or blog or do Facebook page, focus on sales/marketing methodology. The integrated one. So you can reach out to your potential customers, influencers, partners, etc.. via those channels they use. And play by the rules – channel-specific rules!

Social media/networking should not be evaluated independently of all the other strategic sales/marketing initiatives. Do it the right way – right way for YOUR company!