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How are social media channels different from each other?
Some people believe that in order to have a successful business they need to post about it in every social media channel available and they re-post the same content everywhere! This has a negative effect as it annoys consumers that follow you in different social media, no one wants to see the same thing a million times. Also, different audiences use social media differently and log onto each channel for different purposes, so seeing your content everywhere can be irrelevant or annoying for your customers; if you have the right content strategy but contact your customers at the wrong time and in the wrong way, then you will most likely be unsuccessful.
When should you use each Social Media Channel?
Twitter: this is a great channel to engage and connect with people in real time, you can do this by using polls and live tweeting. The golden rule with this channel is to move quickly, try to stay on top of what is happening so that you deliver relevant and interesting content to your audience. What you post about will transmit your opinions, values, and your essence, so even though this channel uses short tweets or reposts content, always keep in mind how you want to be seen by your consumers.
Instagram: this channel has one of the highest engagements per post with influencers and big accounts about any topic (quotes, sports, etc.) . The amazing thing about this platform is that it is very visual, you can post pictures, videos, stories, and live videos. People spend more time in this platform to relax and to zone off and look at what interests them. Due to the visual aspect of the platform, people are drawn to it, if you deliver the right content then they will see it daily! This channel is also good for instagram stories where you can explain the essence of your business with a video (try to be as natural as possible, sharing behind-the-scenes footage of your company culture, your values, your employees, etc.); you can also use stories to share your opinions, answer comments, do a Q&A session with your followers, include tutorials, and leave the ones that are the most relevant to your business in the highlights section, so that your followers can see it all the time.
Facebook: this social media channel is still relevant and is usually used by older generations who grew up with it (however in some parts of the world it is also used by teens, so keep in mind where you are to see if you want to use it for your strategy). Facebook is a good platform for presenting content in a video format (videos get up to three times more engagement over other posts), so make use of them! Facebook's event section is also good to keep your customers updated.
LinkedIn: use this platform to promote professional information related to industry trends, the news, or what companies are doing. People do not use LinkedIn to post pictures or to distract themselves in a leisurely way. So when posting on this channel you should include content about your company's culture, mission, leadership, or anything related to your industry; this platform is also used for recruiting purposes. When posting on LinkedIn, try to include graphs, charts, and visual content as it has proven to be more effective and to increase engagement.
Remember to keep in mind not only what you are posting (content) but through which channel as it can be what determines if your content is successful or not.
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