Don’t duplicate your message on multiple social networks

socialexample

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?

Continue reading “Don’t duplicate your message on multiple social networks”