How to Build Social Media Accounts from Scratch for New Businesses

Social media marketing with influencers and photos

Social media has become an indispensable tool for businesses aiming to connect with their target audience, establish brand presence, and drive sales. It’s also a great place to introduce brands to consumers. After all, around 55% of consumers learn about new brands on social media according a survey run by the Harris Poll.

For new companies venturing into the realm of social media, starting from scratch might be intimidating. But with the right strategies and approaches, building social media accounts from the ground up can lead to remarkable success. Let’s look at some first steps you can take as a new company on social media to not just survive, but thrive. 

10 Tips for Building Social Media Accounts

#1: Understand Your Audience and Goals

Before starting their social media journey, new companies must determine their target audience and establish objectives for their social media efforts. Identifying key demographics, preferences, and pain points of potential customers will guide content creation and engagement strategies. Also, set measurable goals, such as increasing website traffic, growing follower count, or generating leads. This will provide a clear sense of direction for the social media campaign.

Example: Netflix

When it comes to mastering the art of customer-centricity on social media, Netflix is the reigning champion. Taking full advantage of user insights, Netflix has honed the ability to pinpoint exactly what its diverse audience craves. They don’t just throw up content and hope for the best. Netflix meticulously curates their posts and stories. 

Whether it’s sharing behind-the-scenes snippets of popular shows, dropping teasers for upcoming releases, or spotlighting fan-favorite characters, Netflix strikes a chord that reverberates through their global audience. Netflix’s Instagram presence isn’t just about promoting shows; it’s about forging relationships, igniting discussions, and keeping the audience at the heart of everything. It’s a masterclass in how a customer-centric approach to social media can elevate a brand to iconic status.

#2: Choose the Right Platforms

Rather than spreading themselves thin across all social media platforms, new companies should focus on selecting a few platforms that align with their target audience and business objectives. Each platform caters to different demographics and content types. For instance:

  • Facebook: Ideal for engaging a broad audience with diverse content formats.
  • Instagram: Great for visually showcasing products and lifestyle aspects.
  • LinkedIn: Suited for B2B companies and networking with industry professionals.
  • Twitter: Works well for quirky word-centric marketing to engage with consumers. 
  • TikTok: Perfect for reaching a younger, trend-focused audience.

Example: Chipotle

Chipotle, the well-known fast-casual restaurant chain, has embraced TikTok as a vital platform to connect with its younger audience in an engaging and creative way. Chipotle leverages trending challenges, user-generated content, and creative storytelling to showcase their food and brand personality. 

They’ve even launched their own challenges, encouraging users to show off their customized Chipotle orders, dance to their branded songs, and participate in interactive campaigns. One of their notable TikTok campaigns was the #ChipotleLidFlip challenge. It involved flipping the lid of a Chipotle bowl to a beat, and it quickly went viral, garnering millions of user-generated videos and expanding Chipotle’s brand reach.


here are some lid flip fails for y’all 😂#ChipotleLidFlip @chipotle #foryoupage#foryou

♬ Flip – Future

#3: Create Compelling Profiles

Strong and professional social media profiles are crucial for leaving a lasting impression on potential followers. Companies should optimize their profile images, usernames, and bios to reflect their brand identity and values. Including contact information and website links is also essential to support a seamless customer experience.

Example: Glossier

Glossier, a popular skincare and makeup brand, has mastered the art of creating compelling social media profiles that appeal to their audience. Their attention to detail and consistency across platforms is a prime example of how to make a strong first impression.

On platforms like Instagram, Glossier’s profile picture features their iconic minimalistic logo, making it instantly recognizable amidst a sea of posts. Their bio succinctly communicates what they represent, and has a fun combo of emojis and catchy taglines. Glossier’s profile link also leads directly to their online store, ensuring that interested users can seamlessly transition from their social media presence to making purchases. This convenience plays a pivotal role in optimizing the customer journey.

#4: Make Engaging Content

Consistent and engaging content is the heart of a successful social media presence. Companies must identify the types of content that resonate with their target audience and align with their brand identity. Whether it’s informative blog posts, entertaining videos, captivating images, or user-generated content, the key is to offer value to the audience and make meaningful connections.

Example: GoPro

GoPro, a manufacturer of action cameras, relies on user-generated content to drive their social media strategy. They encourage customers to share their thrilling adventures captured on GoPro cameras and create a sense of community among outdoor enthusiasts. This user-generated content not only showcases the product’s capabilities, but also inspires potential customers to imagine themselves using the product in their own adventures.

#5: Build an Authentic Community

Social media is not a one-way street. Instead, it’s an opportunity to engage with the audience, hold conversations, and share back and forth. Companies should respond promptly to comments, messages, and mentions to build trust with followers. Encouraging user-generated content and leveraging customer testimonials can lead to a passionate brand fanbase.

Example: Starbucks

Starbucks, a global coffeehouse chain, is renowned for its community-driven approach on social media. They respond to customer comments and share user-generated content showcasing customers enjoying their coffee. Starbucks actively engages with their audience, making them feel valued and connected to the brand. The end result? A loyal and passionate community of coffee lovers who refuse to go anywhere else.


Guilty… ✋Created with @hailey & kiki

♬ original sound – Starbucks

#6: Utilize Visuals and Multimedia

Visual content holds tremendous power in capturing the attention of social media users. High-quality images, videos, infographics, and eye-catching graphics can significantly enhance engagement and shareability. Storytelling through visuals can humanize the brand and establish an emotional connection with the audience. For platforms like Instagram and TikTok, the visuals make all the difference in your success. 

Example: National Geographic

No surprise that National Geographic, a renowned media brand, has mastered the art of visual storytelling on social media. Through breathtaking images and captivating videos, they transport their audience to awe-inspiring landscapes and extraordinary encounters with wildlife. National Geographic’s visually stunning content evokes emotions, ignites curiosity, and inspires millions of followers to engage and share their posts. And who can blame them? We all love cute animal pictures! 

#7: Post Consistently 

Consistency, consistency, consistency! Look how frequently big accounts and companies post.  Consistency is key to maintaining an active and engaged social media presence. Companies should establish a posting schedule that aligns with their audience’s behavior and habits. If you’re worried about finding the time to post regularly, a social media management tool can assist in scheduling posts far out in advance. 

Example: Wendy’s

We can learn a thing or two from Wendy’s, a popular fast-food chain. They gained attention for their witty and humorous Twitter presence. By maintaining a consistent and lighthearted tone in their tweets, Wendy’s became known for their engaging interactions with followers and even with rival brands. Followers frequently engage with Wendy’s for “roasts” because of the company’s reputation. This approach has turned into significant media coverage, further boosting Wendy’s social media visibility and brand reputation.

#8: Look at the Data

If you run social media channels, people will say to you all the time, “Show me the data!” And that’s because data-driven insights are essential to fine-tuning social media strategies. Monitoring metrics such as engagement rates, click-through rates, and follower growth can provide valuable feedback on the effectiveness of the campaign. Companies should use analytics to optimize their content and adapt their approach based on audience preferences.

Example: HubSpot

HubSpot, a leading inbound marketing and sales platform, uses data analytics to refine their social media strategy continually. They track key performance indicators, such as click-through rates and lead conversions, to gauge the impact of their social media efforts. HubSpot’s data-driven approach ensures that their content resonates with their target audience and drives tangible results.

For instance, HubSpot uses analytics to identify optimal posting times and formats. They understand that the preferences of their audience might evolve, and by staying agile and responsive to the data, they ensure their content remains consistently relevant.

#9: Work with Collaborators and Influencers

Partnering with influencers and other businesses can significantly expand the reach of social media content. Influencer marketing can help reach niche audiences, build credibility, and boost revenue. Keep in mind, you should carefully choose influencers whose values align with your brand and collaborate on content that relates back to both audiences.

Example: Daniel Wellington

Daniel Wellington, a watch brand, skyrocketed to success by collaborating with influencers. They strategically partnered with fashion and travel influencers to showcase their elegant watches and jewelry in stylish settings. These influencer collaborations generated massive brand exposure, catapulting Daniel Wellington into a globally recognized watch brand. 

#10: Handle Challenges and Learn from Mistakes

Navigating social media comes with its fair share of challenges. Everything from keeping up with the trends on TikTok and Instagram to handling negative feedback or social media crises. It’s crucial for new companies to respond professionally, address concerns transparently, and turn negative experiences into positive ones. Learning from mistakes and continuously evolving social media strategies is vital for sustained success.

Example: Domino’s Pizza

Domino’s Pizza faced a significant social media crisis when customers expressed dissatisfaction with the quality of their pizzas. Instead of shying away, Domino’s embraced the challenge and launched the “Pizza Turnaround” campaign. Their transparent response and commitment to improvement rebuilt trust and loyalty in the brand.

Key Takeaways

  • Building social media accounts for a new company requires authenticity and strategy. 
  • By understanding your target audience, setting clear goals, and crafting compelling content, new businesses can create a thriving social media presence. 
  • Leveraging the power of visuals, engaging with the community, and analyzing data will pave the way for long-term success. 
  • Embracing social media as an opportunity to connect, inspire, and delight the audience will undoubtedly elevate the brand’s presence and growth prospects in the digital era. 
  • Don’t be afraid to make mistakes and own up to them. Consumers appreciate transparency and it helps rebuild trust. 
  • As showcased by successful companies, thoughtful execution and genuine interactions can lead to social media triumphs that leave a lasting impact on the audience and the brand’s bottom line.

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Tuuti is a female-owned creative communications agency that specializes in boosting brand awareness, nurturing reputations, and strengthening connections between companies and their audiences. Some of the services we provide include content marketing, creative design, social media, and public relations. We’re here for awesome brands like yours, and are passionate about delivering unparalleled customer experience and killer content you can count on, always.