Social networks are among the key players in the current communication ecosystem used by companies. Adaptation to generate value in these environments requires understanding the nature and dynamics of social media. In this context, startups, which stand out as being innovative and technology-focused, seek to take advantage of the new media ecosystems to enhance communication with their target audiences. This research involved quantitative analysis to measure the presence and activity of the 100 best-valued startups in Peru in 2023, specifically how they used Facebook, Instagram, TikTok, X/Twitter, and YouTube. The results allow us to recognize a type of management that is still incipient and mostly oriented toward visibility but lacks a strategic approach that turns startups’ communication via social networks into a point of contact that adds value.