Hidden potential of social media for startups and brands

Nina Leskovar is a big connoisseur of social networks that are becoming an effective marketing tool. She brings a lot of creativity and happiness into her work, which helps her build solid relationships and good stories of brands and companies. We talked to her about the general commandments of social media, how to use it properly and how to win the hearts of our target audience, but we also heard about best Slovenian and global practice examples in communicating on social media.
Facebook – »DOs and DON'Ts«
  • The best time for posting is between 22.00 and 23.00 in the evening (these posts have an up to 88 % higher reach). Sunday is also a good time for posting (up to 53 % higher reach). But also don't forget about time zones if you're working globally.
  • Use posts that end with a question (bigger interaction with the target audience).
  • Ideal text posts have between 150 and 200 characters – tell the basics
  • Prepare editing plans (frequency of posts, post content, quickly answered questions posed by the target public etc.).
  • Picture posts are more attractive; also add a video uploaded directly to FB.
  • Use the option of scheduled posts – the possibility of preparing a FB post in advance and then determining when it should show up on your website
  • Don't steal pictures, quotes, anything, because authorship matters on the Internet as well.
  • Grammar Nazis are on your heels, so carefully read through your texts before posting them and watch out for grammar mistakes.
  • Don't delete comments unless they're really insulting. Warn users that they will be deleted and try to solve problems 1:1. 
Twitter – »DOs and DON'Ts«
  • Use # (hashtag) for your key words
  • Video clips have the biggest reach
  • Communicate as a person, not as a brand
  • Don't generate automatic links (don't connect FB posts with Twitter).
  • Don't whine, nag, steal content.
  • Don't tweet too much – tell the basics, otherwise you will lose followers.
YouTube – »DOs and DON'Ts«
  • Use videos that are 3 minutes long at the most.
  • Use your call to action at the end of the videos – try to appeal to the users to perform activities/actions.
  • Give them an inside look, show what goes on behind the scenes, present your knowledge, product. Make a tutorial – demonstrate how users can use your product.
  • Don't use too many comments.
  • Don't be a smartass.
  • Don't post low-quality videos.


We invited Dejan Gajšek, Simon Sovič (Edgar) and Nina Leskovar (Lidl Slovenia) into our midst on Tuesday night to discuss the strategy of presence at web and social media. All of them agreed that the goal of digital and social media is building a large community. This is the reason why at the very beginning, you should find early followers who are prepared to follow you and can become your ambassadors.
An important question for startup team members is your product’s stage of development. They emphasised that there’s a difference between having a final product and trying to sell it, or having a product in the making and trying to co-create it with a community that will continue to support you. You have to define what your product brings to the table, which problems it solves, how it makes lives easier and what its advantages are. You have to have strategic starting points for building a community.
At the beginning of your startup path, you have to ask yourself whether your product will be global, meant for the entire world, or sold locally, limited only to Slovenia. If you're targeting only Slovenia, you can exploit the benefits of a small area, where you can contact your users directly, communicate with them one-on-one, and start building individual relationships. It's different if you're targeting globally – here, our guests recommended the use of Facebook, Reddit and Twitter, even if the company doesn't yet have the final product and is still gathering feedback.
When deciding which social media to choose, you have to consider what the goal of each media is, because that makes it easier to build a relationship with your supporters. Content is king, but not all content is right for every media. You carefully choose the source and test – you test the reaction of whether something was successful or not. Your goal is to get users to talk about you on your platform (sharing posts, commenting is increasingly more valued).
And finally – you're always only one print-screen away from a catastrophe, so you have to act responsibly on social media, whether you're an individual, a startup or a corporation. The responsibility is always on your side. 
Author: Nataša Rus, 23.10.2015


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