Social media successful engagement: how Italian startups are interacting on Facebook

In this paper, we discuss the strategic use of successful social media by startup companies in Italy. The characteristics of this type of entrepreneurial initiative require an innovative strategy for social media, to enhance stakeholder engagement and brand awareness. Nowadays, business world is aware of the dialogue opportunities and stakeholder engagement that may derive from the use of social media. However, social activities seem to be mismanaged by those companies who could benefit of web 2.0 tools. By definition, startup companies do not have sufficient economic resources to carry on massive advertising campaigns, therefore social media represent a possibility of extensive and free interaction. In view of the highest tiers of capitals recognized by the special section of the Italian Business Register, we collected and analysed automatically the Facebook social activity of 110 Italian successful startups. Facebook analysis results show how these startups have a poor interaction with their users; in some cases, they do not even have a Facebook account or a dedicated page. The engagement level is generally low, with few cases of excellence. Finally, a good level of stakeholder engagement can be achieved not only aiming to a mere presence. Offering value through interaction, investigation, creation and keeping of ties represents the key to expand the market. Therefore, it is necessary to plan a good strategy for social media, especially in content management.