HOW DID YOU FIGURE OUT YOUR COMPANY’S VOICE ON SOCIAL MEDIA?

Advice from the founders of America’s fastest-growing companies ▶ AS TOLD TO SHEILA MARIKAR

“Through trial and error, we’ve figured out a balance between aspirational, for people who aren’t ready to travel with us; inspirational, for people actively planning an Under Canvas trip; and helpful. We have agents who make bookings and plan itineraries, and it made sense to continue that dialogue on social. We want to be an expert that also helps you dream about where you might go next.”

— SARAH DUSEK Co-founder, Under Canvas (travel & hospitality) 2017 RANK NO. 573 GROWTH 791% REVENUE $8.6M

“When we started, we focused on informing folks about outdoor brands. But as we expanded into fashion, home, and beauty, it became more about letting people know that we’re trying to curate amazing products in general. We’re simple. Our tone is fun and playful. We know we’re not curing cancer.”

— CHRIS GATHRIGHT Founder, Sportique (retail) 2017 RANK NO. 3,164 GROWTH 103% REVENUE $4.7M

“Because we’re both a B2B and a B2C business, LinkedIn is the most important platform for us. And we use LaSalle’s social networks to entice college graduates to come work for us. On Instagram, we’ll post pictures of a party for an employee’s work anniversary, and we’ll get 80 to 100 likes and comments from their friends.”

— TOM GIMBEL Founder, LaSalle Network (human resources) 2017 RANK NO. 4,450 GROWTH 56% REVENUE $55.5M

“We try to serve as a narrator that brings people in the higher education world together. We answer questions in LinkedIn groups and started a Google group that has more than 500 members, where people pose questions and we try to engage everyone in answering them.”

— ANN OLESON Founder, Converge Consulting (education) 2017 RANK NO. 2,037 GROWTH 183% REVENUE $3.1M

“The most important thing, which a lot of businesses skip, is to know what you want. Even though social media is casual and conversational, think of it as marketing. You would never start a marketing campaign not knowing what you’re trying to achieve.”

— KRISTY SAMMIS Co-founder, Clever (advertising & marketing) 2017 RANK NO. 1,706 GROWTH 229% REVENUE $7.4M