In my current role, there has been a battle about which social medium is the best for getting out similar messages. Because we lack resources to manage all social media platforms, we have needed to be creative with some of our social media conclusions. My beating drum has been about how to use the same messaging, but different words in order to generate “followership” on all platforms. While we are still in our infancy, these discussions continue to happen.
I recently read the article Hootsuite: Why It’s Time to Ditch Cross-Posting on Social Media for Cross-Promoting, where author Jylian Russell proves the benefit of using different/social media-driven words in order to express the same message. She gives some wonderful examples of campaigns that have been done where the messages are catered to the platform, not just the audience. While you could introduce an article in a twitter feed, perhaps it is better to get straight to the point with a hashtag and a call to action.
In another article, Link Humans: Why You Should Never Cross-Post on Social Media, author Ben Donkor reminds readers that each social platform uses a different language. From @ signs to #hashtags, each is very specific and intentionally designed. He also suggests that, “…the general perception from people who might catch you cross-posting is “that’s just plain lazy” – and they have a point. We’re all busy, we all have so much to do, and perhaps on top of publishing on social media you’re also in charge of the social analytics and reporting, the social management, the social monitoring and so much more. Cross-posting may appear as a convenient, quick and easy way to save time posting, but if you care about your fans and followers, you should take those extra 5 seconds to tailor your message to not only the platform you’re posting to but your audience too.”
Both sites discuss the importance and success of cross-promotion. This is where you give the same message, but tailor the text to specific platform. Your messages will need to be customized, short and sweet, and in line with your internal marketing strategies. It requires more tailoring and effort in order to find the best strategy.
In addition to being an advisor at Brigham Young University-Idaho, I also teach Advanced Writing in Professional Context. Of our 14-week semester, we spend 3-4 weeks on social media. Particularly, we focus on tailoring our messaging to the right audience and platform. We look at what PR, branding, and advertising firms poise their social media efforts. I really enjoy the article, How “The Medium is the Message” with Social Media by Tabitha David at Venture Accelerator Partners who reintroduces the concept by Marshal McLuhan (famous media theorist and practitioner) that it is “not what we said, but the way we said it that matters most.”Those of us who have been in extended relationship may understand this theory *wink.
The article explains the differences in each social media platform, and how to cater messages for each based on research provided. Here is a snapshot of what she says: Twitter – efficiency and urgency; LinkedIn – professional; Facebook – casual and message of connection; Instagram – visual appeal; Websites – company identity.
These are just some little tidbits to consider as you prepare and enhance your social media engagement. Don’t do the lazy thing and copy and paste your message. Dedicate yourself to learning the different speak of the platforms, and then take advantage of it….even though it may seem thankless at the time.