While I’m a big believer in using tools to help us automate the repetitive processes in our business, I also think there’s much benefit to ensuring that those ‘touches’ don’t sound robotic. Do you use any kind of strategy to post or do you just put it out there willy-nilly?
Just because you can automate all of your social media postings doesn’t mean you should. I find it particularly annoying when I notice people posting the exact same message on their Facebook, LinkedIn, and Twitter profiles. I think it communicates that you don’t really care about your audience–you’re just going through the motions. And quite frankly, that’s not really social.
Think about the social networks that you are using and how avid users of those networks build engagement and success from them. The point of these tools is to create responses and interaction, and in order to do that, you want to think about your communication style and moulding it the way in which people in that network respond and interact.
How you communicate on each of these networks makes a difference in the level of interaction you create. Each tool, because of the type of audience it caters to, dictates a slightly different style of communication. Because each network is different, each of them require a different style of communication.
Because LinkedIn is a professional network, it dictates a very professional and formal style of communication. People want to understand the value of the content quickly so tell them in your headline or your introduction why they should read the article. Be specific and make a business case for the content.
Facebook is a less formal social network so that means using a more casual dialogue to introduce your topic of discussion. Images are also of utmost importance with this channel because we’re simply looking for something to catch our eye. People are very intrigued by photos so be sure to upload the image that goes with your blog post as a photo to maximize your exposure.
Twitter is a casual, but witty network. And with a 140 character limit, it’s really about delivering headlines that make people say “what does that mean?” It’s all about delivering a few words to create some curiosity to deliver the click-through.
YouTube, a video network, can be an invaluable for those who like to record. With video, your audience is looking for education and a little entertainment. That’s the combination that produces the best results in terms of likes and shares. Most people aren’t sitting around aimlessly surfing the net. They are, in fact, looking to solve a problem. And if we can do that with a bit of humor, it makes you all the more memorable.
With all great marketing, it’s important to understand why people use the tool and how they use it. And that all comes down to establishing some element of strategy behind the time you spend on these networks. Everything you do to help grow your business should have some specific purpose and measurement behind it. If this is something you need help with, drop us an email at firstname.lastname@example.org.