Social Media Strategy: Offer Unique Value Across All Platforms

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Twitter. Facebook. Instagram. LinkedIn. Google+. Pinterest. Snapchat. Foursquare. Tumblr.

I could go on, but you get the picture. People enjoy lots of different social media services, and do so rather consistently.

As recently as September 2014, Pew Research Center indicates that 74 percent of all online adults are also on various social networking sites. To break it down further, check out these stats (courtesy of Pew Research Center):

  • 71 percent use Facebook
  • 23 percent use Twitter
  • 26 percent use Instagram
  • 28 percent use Pinterest
  • 28 percent use LinkedIn

Usage among young adults has also increased dramatically since 2005. In less than a decade, social media usage in people aged 18-29 has jumped from eight percent to over 90 percent.

What’s my point? Whether you own a business or simply work as an employee, virtually every company has a social media presence because of the obvious opportunities for exposure.

And since so many people are on multiple networks, it’s not shocking for companies to have a presence on three, or even four networks.

Managing and simply responding to customers is a full-time job, but it’s also imperative to provide varying levels of value for potential followers on each network. If someone absolutely loves your product or service, they’re going to follow you whenever and wherever possible.

It’s those people on the fringe that must be convinced it’s worthwhile to follow your company on multiple networks.

Social media scheduling services such as Buffer, Hootsuite and Tweetdeck are fantastic because it simplifies sharing information across multiple platforms. It also promotes laziness because people are more apt to share the same exact message on Facebook as they do on Twitter – and usually at the same exact time.

If those on the fringe see the same message on Facebook as they see on Twitter, what’s the point in following a company both places? There is no point because no value is added.

This is normally one of the first things I change with clients I work with. Although it makes life easier when creating a social media schedule for the upcoming week, you’re handcuffing potential business growth and outreach more than anything else.

A post that works on Facebook will most likely not be as effective on Twitter, LinkedIn, etc. because successful posts on each network is usually formatted differently. So, the importance of crafting unique messages skyrockets, even if the link itself or call to action is the same.

Current and potential customers aren’t following a company’s pages for charity, either. It happens because they want to get something useful out of it. This could be motivation, inspiration, a laugh, tips and strategies or to be eligible for contests, coupons and promotions.

Whatever it is, there’s an underlying reason. If you want to grab the same customers on multiple platforms, make sure you’re giving them a reason to by sharing something different and valuable wherever they look.

Looking to take your social media game to the next level? Contact me today and let’s get to work! Follow me on Twitter: @mmusico8.

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