Skift Take
Travel startups can be run like machines in their formative years, but they are learning that isn't enough. They have a long way to go to become more personable on social media.
Business-to-business travel startups are loosening their top buttons when it comes to how they socially connect to fans and prospects.
All things considered -- company size, budget and resources -- these startups need to be selective about the social media platforms they commit to.
Adara, Boxever, Rezdy, and Xola understand that the audience has different expectations on each network. In the early stage, the goal is often to build awareness and consideration through content production and curation; introduce and celebrate the team; and motivate potential customers to access free resources, often in exchange for their email addresses.
These elements can then lead to offline conversations.
Given that startups usually have their heads down as they toil at refining their product during launch, creating a brand presence on social media becomes more feasible at a later date, sometimes around year three.
Anecdotally, B2B travel startups started to become more competitive on social in 2013 and this trend highlights how other companies need to follow suit regardless of t
