Launching a Start-Up vs. Managing an Organization’s Image

By Kelsey Braun


On Friday, April 9, Allie Baird and Natalie Gates joined PRIMA Social Media week for a Q&A on similarities and differences between using social media for a start-up versus for a large organization.


Allie Baird is the Social Media & Community Outreach Manager at Mote Marine Laboratory & Aquarium in Sarasota, Florida. She works to create content for the aquarium’s social media channels, where she gets to use her creativity.


Natalie Gates is the Founder of Rad Sister, a sustainable and feminist t-shirt company that gives back to the community. She uses social media to help grow her business and empower other women.


Both Gates and Baird came with fresh ideas and tips for running social media channels.


Crisis Communication tips:

  • Take a stance immediately

  • Be transparent with the audience

  • Making mistakes is how you learn

  • If you do not know what to say (in terms of a cause or a movement), you can always support what someone else says

  • Remember that people relate to people. Using videos will help communicate authenticity to your audience.


Content Creation tips:

  • Get inspiration from other accounts

  • Polls and Stories are reliable tools to get a better understanding of what your audience likes to see

  • Think outside of the box and think about what other people would want


In addition to social media tips, Baird and Gates also gave some helpful advice for college students:


  • If you are feeling stuck in your major, find a way to merge your degree with a passion

  • Don’t be afraid to go out of your comfort zone

  • Don’t feel the need to conform to what other people want

  • Test things out in college, when you mess up you can see what works for you