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The Ultimate Start-Up Guide by Carol Broadbent, Tom Hogan

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14

Social Media

SCOTT COOK, CO-FOUNDER OF INTUIT

A BRAND IS NO LONGER WHAT WE TELL THE CONSUMER IT IS—IT IS WHAT CONSUMERS TELL EACH OTHER IT IS.

CROWDED OCEAN

YOUR COMPANY BRAND IS LIKE YOUR PERSONAL STYLE; LET IT EVOLVE NATURALLY TO A POINT, THEN SEE WHAT YOU’VE GOT AND ACCESSORIZE.

IT’S RARE THAT START-UP FOUNDERS are fluent in social media. The relentless demands of company building are usually the enemy of any time devoted to social channels, whether that’s Twitter or Facebook, GlassDoor or GitHub, or you name it. When we meet with a start-up led by technical founders, it’s common for us to discover that the majority of the team have profiles or pages on channels like LinkedIn, but they are far from active there. In fact, if they even ...

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