How to Connect on Multiple Social Media Platforms
After much ado, many organizations are finally harnessing social media platforms to further their public relations and marketing efforts. Gone are the days of underestimating the value of social media – after all, it’s the modern iteration of word-of-mouth. But a smart strategy consists of more than simply being active online.
Your organization is all set up and ready to go on social, so what are the next steps to making a big impact?
Broaden Your Horizons Without Overreaching
We’ve said it many times, but it bears repeating: to be relevant to your online audience, you need to choose a few social media platforms that are the best fit for your organization. But this doesn’t mean you need to spread yourself (or your marketing team) too thin. Do a bit of research to see where your target demographics are most active on social media. If your audience isn’t on Google+ or Pinterest, then you don’t need to be spending time promoting yourself to an empty auditorium. Concentrate on the social platforms that make the most sense and will get your message out to your best contacts or potential clients.
Duplicate Your Efforts, Not Your Posts
Be sure you understand the messaging you’re sharing on each platform. It’s okay to share the same or similar content on more than one platform – after all, some of your readers may be “Facebook people,” and won’t see your tweets at all. But you need to be sure you tailor each post specifically to the network you’re using – don’t directly repeat posts. For example:
- if you tweet “#Students, what’s the deal with #homework on day one?! Give us your thoughts! #backtoschool”,
- then your Facebook message could look something like this: “Students, welcome back to school! We’d love to hear what you’re most looking forward to this year – we know it’s not homework on the first day of class!”
Keep in mind, if your organization is repeating the same content on a regular basis, your readers (and trackers like Google) may come to think of you as being spam creators, which will hurt your overall SEO and audience reach. Every social platform is a little different – what makes for a highly sharable post on Twitter most likely will not be the most compelling content to share with industry groups on LinkedIn.
Curating is Great, Creation is Stellar
Regardless of the social media platforms you decide to utilize for your organization, curating content from expert sources is a key component to sharing valuable information with your audience. But creating your own content is what will really solidify your reputation as being a key expert in your industry.
Whether it’s by creating blog posts about community activities that your organization has been involved in, by starting a discussion on LinkedIn about an important news item that may affect your industry, or simply sharing tips and best practices with like minds in your demographic – content creation is a wonderful way to make a lasting impression on your audience, and give credibility to your organization’s brand.
Don’t Be a Wallflower…Or a Narcissist
If you’re sharing memorable and useful content with your readership, that’s great! But don’t neglect the “social” part of this endeavor. The conversation can’t be all about you. Rather, you need to be actively engaging your audience. Jump in with both feet by creating open-ended, conversation starting posts. Keep an eye on your active influencers and followers, giving them feedback on their posts and interjecting ideas when a conversation falls under your