Scaling up internationally is an essential strategy for many startups, but especially those from smaller nations with a limited domestic market.  A new paper from the University of Eastern Finland argues that startups should be using social media to overcome any limitations presented by their size and relative inexperience.

The researchers believe that using social media can help the startups embed themselves within strategic international markets, which significantly supports their growth.

“Companies seeking to go global are often unsure about how to best use social media and international networks to tackle any obstacles standing between them and the international markets. Our findings can help companies understand how to optimally use these tools in order to achieve rapid international growth,” the researchers explain.

Growth platforms

The researchers assessed companies from Sweden, Finland, and New Zealand who wanted to expand internationally due to the limited nature of their domestic markets.  Each of the companies studied actively used social media.

The researchers believe that social media is crucial for firms with such global ambitions, and urge founders to understand their existing social media capabilities, as well as those of potential and existing partners.  These capabilities should be combined to mitigate any limits of their internationalization efforts.

“International partners are a way for companies to enhance their social media skills and to become embedded in the inner circles of strategically important networks. However, firms should choose their social media channels wisely and adapt their presence in the social media to the various local markets,” the researchers explain.

For instance, they suggest startups could utilize local languages in any social media marketing campaigns they undertake or take advantage of local social media influencers in any collaborations they enact.

“SMEs should be trained in the use of social media because social media is a cheaper and less time-consuming platform than many alternative channels of communication,” the researchers conclude. “In addition, using social media is a sustainable choice.”