An impressive social-media effort, investors say, can show that a brand has a unique and appealing voice—and that it knows how to grab customers. And it can be the tipping point in the decision to back a startup.
Josh Leichtung's insight:
Yes, social media is an indicator of marketing capabilities, but as the article says, it may be a tipping point in a decision to fund or not. Funding doesn't happen for startups without an addressable market, clear differentiation, a competitive advantage (such as first mover, or tech patents...), and a good team.