In spite of it still being a relatively small company of 40 employees, no less than 4 people are employed to manage the social media of the Danish startup Soundboks, a developer and seller of speakers. The company has a very tangible product to sell but the virtual presence has been part of the company’s strategy from day one. Because battery-box or not, it’s really the narrative around it which gives the speaker life. According to Bootstrapping’s analysis of Danish startups’ activity on social media, Soundboks is doing exceptionally well in both drawing in followers and engaging them. What is...