This is a repost of my article on about online movie startup Headweb, which by offering a free online rental movie cheered up delayed and disappointed national railways SJ customers – an example of true brand building and social media marketing at the cost of – well, listening and caring.

Advice to startups: Embrace social media. Today ones success to get through the noise is no longer only determined by the size of the company, nor its marketing budget.

Stand-up comedians have a saying when they get up on stage, which I think translates particularly well into social media:

“Either you kill it, or you get killed”.

Either you build trust, or you just might lose it forever. Read the entire story on how Headweb seized the moment and turned it into successful branding and customer acquisition on

Find out more About Me and fellow Top 100 Women in Tech in Europe. Connect with me on Twitter, LinkedIn, Facebook, or just drop me a line! Subscribe to my Feed, Startup Advice, and Swedish Startups Twitter list. And remember, “You never learn anything when you speak, only when you listen” – Roelof Botha / Douglas Leone, Sequoia Capital

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