I used to think my social media strategy was pretty absolute. A dedicated part of my day is spent posting, responding, and engaging with followers. I prioritize staying on top social trends and what influencers are up to. I know how important it is to be connecting on not just one, but multiple platforms. But the trick I hadn't mastered was how to connect across channels that all have different nuances. See, the way you communicate with your Twitter followers should be different from how you engage with your LinkedIn connections or your Facebook fans. Broadcasting the same message on every platform might be working for you, but you can take your online presence to the next level by approaching each channel on an individual, tactical level.
Recognizing the Right Platforms For starters, think about where your audience is. A study from WebMarketing123 found that B2B audiences are more engaged with LinkedIn, while B2C audiences are more active on Facebook. That's not to say that B2B companies should stop investing resources into Facebook, but knowing how your target is using social media should help guide your strategy for each platform. Next time you're on the phone or chatting with a customer, ask them a little bit about their social media habits to gain some insight into where your prospects might be spending their time online.
Focusing on Frequency Next, think about the nature of each platform. Twitter experiences a high volume of new tweets every single second- our streams are constantly offering us new content in the form of 140-character announcements. But on the other hand, you could log into your Google+ account after a few hours and not have to scroll for too long to see what you missed. Updating your content on Google+ too frequently might be spammy, but on Twitter, you have to in order to stay relevant. Shouldn't this influence how frequently you post to each channel? I suggest mapping out an appropriate number of posts per day to each of your channels that works for you and your audience.
Formatting Content Besides frequency, what about format? Facebook has always been a better option for visual content because images are featured front and center when you post them to your wall, as opposed to LinkedIn which scales photos down to a thumbnail on your home feed. For that reason, if you want to share an infographic with detailed design, LinkedIn might not be the best vehicle to solely rely on. Twitter recently embedded images into its feed, so now our photos are visible, not hidden in links. Optimize your photos for Twitter by scaling them to fit the rectangular display dimensions, but keep in mind that Facebook and Google+ doesn't format images to this size or shape.
Text content, not just visual, should vary across platforms too. Twitter has trained us to keep it short and sweet, but we shouldn't be bound to this rule on other channels. If I'm sharing a blog post on both Twitter and LinkedIn, I should introduce the post differently for each. On Twitter I might just state the title and the link, but on LinkedIn I have room to provide more context. Within reason, make use of the character limit you have to work with because your audience will expect more background on platforms that call for it.
I'm working to give my followers the best experience I can when engaging with me or my company across social channels. A huge part of that is optimizing my messaging for each platform, a strategy we recently put into action at HubSpot with new features on our Social Inbox tool that can help marketers monitor and shape their tactics across platforms. As marketers, we need to keep in mind that Twitter, LinkedIn, Facebook, Google+ and other social platforms each have a unique set of opportunities.