Starting a business, taking it off and succeeding.
So begins the path of any entrepreneur and, accordingly, any start-up.
But to get the last step is necessary to build the solid basis of a business idea, a challenge for which should take into account many aspects.
The establishment of an effective communication management is one of them. This is recognized by Raquel Priego, head of communications at ByHours, an online platform to book a hotel for hours. “Make yourself known and keep that information in time is vital for a start-up, is equally or more important than move forward. If you prosper and do not communicate it, it seems that you are not” Thus, Priego says that communication has been, and is, the basis of its launch, growth and development.
Because of this, a study made by the communication and public relations agency Evercom has unveiled what has been the communication strategy of the most influential start-ups in 2014, to determine the influence it has on these platforms. It follows that these companies focus their communication efforts in the possibilities offered by social networks for getting in contact directly to end users, while the importance of communication through the media is lower. In addition, the most active companies in social networks are offering bookings for leisure activities through Internet. And, according to Prego, to determine which strategy to follow we must take into account “the type of company, to whom it is addressed and at what point it is”. Also the head of communications for ByHours adds that in the case of start-ups, their goal is to reach the ground, so that “both social networks and media are very important, and we should not dismiss them”.
The characteristics of a start-up are not comparable to those of an already established company or a large company. Therefore, both communication strategies will be different. “In a start-up we put the focus and the energy there where needed at all time, as any change is seen as an opportunity and any improvement as something to tell”, says Priego. In this sense, agility and reaction skills should be vital for the communication managers of these platforms. In the words of Priego, in them “you make the way by spontaneity and speed, so there is no room for lack of foresight or planning”. Something that does not happen, for example, in the case of large companies, where there exists marked calendars to be met.
This fast reaction capacity goes hand in hand with the immediacy that have brought social networks in the exchange of information, and the business outlook is not all that has changed. But to really take advantage of social networks, it is necessary to be clear about what kind of audience the company is headed and, thereafter, decide which network you want to be. Priego explains why “We do not have the same fan on Facebook than in Twitter. While Facebook is a final consumer, Twitter is more related to the entrepreneurial ecosystem of start-ups or innovation, investors or people from the world of technology”. But the arrival of this new paradigm has also lead to a digital divide that is leaving out part of consumers. In this sense, despite the technological innovation of the start-ups, from ByHours they defend maintaining other mechanisms such as newsletters, forums, media and 24 hours customer support.
García, A. (2015) Así se dan a conocer las start-ups de éxito.