Don’t duplicate your message on multiple social networks

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I get this request a lot so I thought it fitting to talk about using multiple social media networks (that many feel are identical) in their brand strategy.  However identical (or fraternal) you find two or more networks, they indeed differ, and require unique and strategic thinking when approaching each.

Too often I am asked about supporting one initiative on Twitter and then doing the same type of support on Facebook.  While complementing your campaign on various social channels is important, mirroring them will only get you poorer results.

For instance, promoting a Twitter chat on Facebook isn’t going to get you more chat participants.  People go to Facebook to see photos of their friends and to find interesting pieces of content that they can engage with.  If Facebook drove people off of their platform, they’d never maintain their sustainable business model of capturing your hard-earned attention at an average of 20 minutes each session (globally).

There’s a reason Twitter is a more publicly accessible platform, with categorical sorting of information (hashtags), than Facebook is. It’s designed for it.  So what do marketers have to watch out for?

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4 Tips to Kick off Your Social Media Contest

So you want to run a contest on social media. The task isn’t as daunting as it seems, so kick it off with these 4 must-dos to achieve success.

Consider your objectives 

Who are you trying to get to enter your contest and what is the objective? Is your goal # of entries or is it awareness about a certain product/service? Establish KPIs from the get-go so you know why you’re running a contest.

Know your contest’s channel – channel: singular!

There’s no point creating awareness about a Twitter contest through a promoted Facebook post. Target your message to the appropriate channel and ensure the contest message feels native and authentic to your channel.

It’s also easier to run a contest on a single channel, from an entry collection process to general participation. Don’t dilute it by including more than one social channel. It you’re running a hashtag contest on Twitter, don’t also include a Pinterest entry mechanism. Determine the optimal place for participation (comment, UGC photo) and select your channel wisely.

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The Three Things Vogue’s 15 Coolest Neighbourhoods Can Teach Us About Creativity

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Vogue released its list of the world’s 15 coolest hoods – proudly, Toronto’s West Queen West is on there – and each area seems to have many things in common with the next: cafés, trendy bars, galleries, and a general artsy nature. Bustling districts like financial hubs or laid back suburban blocks do not make the cut. Why? Because it’s all about creativity. Freedom of expression, individuality, uniqueness and a rebellion against the mundane are all commonalities. By allowing creativity to dominate, once-misfit or forgotten pockets are earning their stripes. And it’s a lesson we all should learn.

Creativity isn’t always original. Fifteen global neighbourhoods that do not share a common postal code, let alone 1,000km radius, overlap with so many traits. Why? Expression is about originality, but the art of that expression is not rare at all. The risk-takers share a common drive with other risk-takers – to be a risk-taker. Creativity is more about taking risks. Don’t worry much about what others are doing, too.

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