Updated: Mar 8, 2020
The idea for this piece came about after speaking with a marketing professional who told me their company posts the exact same message across their four or five social platforms. Why? The message fits within Twitter's 140 character limit, using #Hootsuite to schedule.
I believe that each social channel has a unique set of expectations, based not just on a company's brand, but on the platform itself. People know to expect a formal, courteous and business-like tone with LinkedIn, whereas Twitter's personality is informal and snappy - messages for one are very carefully crafted as if pitching to a customer and with the other, people write as they talk.
Most people see the sense in scheduling social media messages with a tool like Hootsuite or Buffer, and it's easy to blast a single message across platforms. I prefer to craft unique messages for each channel, keeping audience expectation in mind and from seeing the same message multiple times (if following on more than one platform). And yes, that entails putting in the extra time to personalise the message to your target audience on the platform they spend time on.
The more I engage with people via various channels, the more it matters to me that the content I share has a relevant message. Target audiences deserve our attention and thought - don't disrupt their day if you don't care.
On social media platforms, just as in real life, you have to spend time nurturing relationships you're cultivating. When people feel you're not making an effort when talking to them, they'll immediately form a negative attitude towards you and your brand that will positively detract from a relationship ever forming.
Not all of my engagement is organic. Due to the nature of Twitter's need to be fed larger volumes of content than with other sites, I use a tool which releases quotes daily to help generate fresh content. My initial reaction was 'these are so corny'. However during the 30 day trial the reaction from #Twittersphere surprised me, they are liked by many and are shared.
I started using social media daily in 2015 and the advice a mentor gave to me was that social media should be about connecting with people, not collecting people. I now network online more than at a real event, like most. With both I want to have two-way conversations because quality over quantity is what works best.
If you would like to chat about crafting messages for your prospects and existing customers, get in touch via my Contact page.