Entrepreneurs and social media: how much is too much?

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Is social media entrepreneurs’ field of expertise?

It’s easy for entrepreneurs to spend a little too much time on social media. They get lost on Twitter or on LinkedIn, scrolling through and seeing what everyone else is sharing, what is trending, and posting updates. We dare say, their time is valuable and would be better used in important decision-making activities.

Pros and cons of social media for entrepreneurs

There are many positive aspects for entrepreneurs to be on social media:

  • They can immerse themselves into their industry trends
  • They can watch your competitors, see the types of posts that they share and how they engage with their audience
  • And most importantly, they can analyse their target audience’s behaviour, to check:
    • What other brands and pages are they following
    • The type of content they like, share or comment on
    • Or what are their preferred activities.

All these are insights that entrepreneurs can use for better approaching their audience with the right marketing messages.

However, there’s such a thing as spending too much time on social media. The platforms are time-consuming, drawing entrepreneurs in to scroll forever (they do come with the infinite scroll feature). The most recent statistics on social media use shows that in 2020, we spend on average 2 hours and 24 minutes per person per day on social media. That’s two minutes more than last year.

There’s also the problem in some startups that entrepreneurs, founders, and CEOs post on social media in a way that disrupts the brand. This is the case of Tesla’s superstar CEO Elon Musk, who is very active on Twitter, sharing lots of personal remarks. Musk has been criticized for getting too personal in his social media posts. In addition, the CEO of Tesla uses social media to for insulting others online, an attitude that goes against Tesla’s brand values and communication guidelines.

Not everybody has a good grasp of brand identity, or understands the look and feel or tone of voice of a brand. In social media, these are key aspects for making one’s brand memorable.

It’s true. Founders and CEOs can help boost the brands through their very presence, as they enjoy an excellent reputation. However, it’s always preferable that the actual posting and managing of social media accounts should be done by a marketing or communications expert.


Why are social media professionals best suited to develop a healthy brand on social media?

Before anything, social media professionals are marketing experts. They possess a great understanding of different media channels, targeted audience, industry trends, competitors’ analysis, and brand identity. These elements form the “Bible of a social media professional”. They continuously research and find new ways to grow entrepreneurs’ brands by reading into the insights captured from industry trends and competitors’ analysis to fit the targeted audience. But most importantly, they have the know-how of translating their insights into actions. Here is how we do it at OggaDoon:


  1. Doing our research, which includes looking into the start-up’s objectives, audience, strengths, weaknesses, opportunities, threats, competitors, industry landscape, similar social media accounts, etc.
  2. Developing a social media strategy, including objectives, themes, trends, formats, frequency, and channels of posting.
  3. Getting the buy-in of all decision-makers in the start-up regarding the proposed strategy, or amend, if necessary.
  4. Posting on entrepreneurs’ behalf. We take the burden of posting from the founder or CEO of the start-ups we are working with. We first make sure we understand the message they want to transmit and shape it to the tone of voice of their brand across different social media platforms.
  5. Showing results to let CEO or founders know we are doing a good job.

One of the challenges of this plan might be that the founder or CEO doesn’t like to follow these rules. Nevertheless, this process is designed to ensure that the business is never negatively affected by their actions, which is critical as the start-ups grow.


Need help with your social media? Email me to get 30-minute free consultation.

Author: Elena CazacuStrategic Digital Marketing Manager, writes about social media, SEO, digital trends, cyber security marketing, tech marketing, social responsibility, sustainability and more.

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