I read an article on Mashable.com this morning about how there are so many social media platforms out there, it has become completely overwhelming when trying to decide what to post on which of our social media platforms.
Personally speaking, I can relate.
I have a personal Facebook profile and a business page, and I use LinkedIn, Twitter, Pinterest and Instagram for business. I’ve struggled before when trying to decide which updates to post on which of my social media platforms. This is why it is so important to have a social media marketing strategy in place, and to know what your audience is interested in.
Your social media activity will be different depending on who you’re marketing to.
As a service based business that doesn’t market locally, I will probably be more successful if I have a different social media strategy than a daycare provider, a hot dog stand, or a construction company. All of these different types of businesses have different audiences, and they don’t all hang out on the same social media platforms.
Here’s a brief sample of how I determine what to post on which of my social media platforms. Maybe it will inspire you to create a similar guide for your own business.
LinkedIn. LinkedIn’s audience is 100% business. So, as a general rule of thumb, I stick to strictly professional content. Here is where I share links to blog posts, and tips and tricks of a business nature. I’ve made some great professional connections this way. I might also note that LinkedIn is not a “salesy” platform. It’s more about content marketing and information sharing.
Twitter. My following on Twitter is primarily business, as well, so I keep updates similar to what I post on LinkedIn, only I’m more concise since I’m limited to 140 characters. Of all the social media platforms I use, Twitter is updated on a much more frequent basis. The lifespan of a Tweet is about two hours, so Tweets are flying by at the speed of light! You can post Twitter updates every couple of hours or so and be safe. Chances are, each Tweet will reach someone who hasn’t seen it before.
Instagram. Instagram is the social media platform I’ve started using most recently, so I’m still trying to learn more about my audience and what they respond to. However, because my business isn’t really one of a visual nature, I use Instagram for sharing images containing quotes from my articles, and other motivational messages. It’s awesome for posting photos taken at events or at business functions! I have learned though … while limiting the use of hashtags to one or two on the other platforms is best, Instagram posts work best with 28-30 hashtags. Yes, I said 28-30! I know, I was shocked! But I tested it and it works.
Facebook. For the most part, I limit my Facebook Profile to updates my friends and family would be interested in. Since I am connected to many other business professionals in addition to personal friends and family, I will still have conversations that are business-related, and post a few businessy things there. I do follow Facebook’s rule of “no selling” on my personal profile though. And, if I do post something businessy, I exclude a specific list of my friends who I know have absolutely no interest in my business. My professional Facebook Page, on the other hand, is a different story. Here, I share casual updates that are informational and interesting, but not necessarily as buttoned up as on Twitter and LinkedIn. I suppose Facebook is a sort of catch-all of my social media platforms. When in doubt, I post it there.Do you know what content is best for your social media platforms?Click To Tweet
Facebook and Instagram “Stories”
Instagram and Facebook have recently come out with their “Story” features, which (full disclosure), I still haven’t completely embraced yet. But, I see many of the brands I follow are using Stories. Not sure what I’m talking about? Those little circles at the top of your Instagram feed? Those are Stories. Facebook’s story feature isn’t as obvious, and as far as I can tell, only shows up at certain times. Apparently, these stories are an imitation of a Snapchat feature. But since I will never have a Snapchat account, I’m taking the Internet’s word for it.
Stories are intended to be a collection of photos from the day before. These should be interesting or funny moments that don’t require a caption. If you think this is something your business audience would be interested in, look into it!
Personally, I get much more bang for my buck by focusing my time on LinkedIn and Facebook.
That’s just where I find my target market hangs out more. I’m not giving up on Twitter and Instagram or Pinterest, but I don’t spend a tremendous amount of time on them. I use the CoSchedule social media scheduler to schedule my Tweets and Instagram posts and Pins, and it saves me a ton of time!
The Mashable article that inspired this article really does provide lots of food for thought, and if you’re interested, you can find it here.
I won’t be dropping any of my social media platforms for now, as the author suggests, but I doubt seriously if I’ll be adding any in the near future.
What social media platforms do you use for what?
Also published on Medium.