Social Media Strategy 101: The Value of Platform-Exclusive Content

It’s no industry secret that content ultimately reigns supreme in the digital space and is an important component of any social media strategy. Audiences naturally gravitate toward and engage with material they find compelling and relevant. That’s why it is paramount that brands produce quality, written social posts. Yet content kings don’t want to simply decree one isolated idea, they want to broadcast a bevy of diverse messages upon their subjects. This can best be facilitated with the composition of platform-specific content to take advantage of each social site’s respective capabilities in order to leverage them to your advantage.

Crafting quality social media content can often be a time consuming and laborious process due to the necessary incorporation of brand-specific voice, promotions, topics and events into the overall subject matter. This approved content is generally disseminated across all of a company’s social properties in the name of continuity and consistency. Yet, as brand presence across the digital space increases, it’s that very social content unification that can potentially limit your company’s effectiveness in social channels.

Whether your ultimate goal is to drive engagement or increase social site-to-website conversion rates, it’s paramount that marketers offer audiences a compelling reason to actively follow all of your company’s social channels. Channel-exclusive content provides audiences a legitimate, tangible incentive to actively monitor all of a company’s social properties.

Here’s a brief social property overview highlighting their individual characteristics and capabilities in relation to channel-specific content creation. Mastering the norms and best-practices of each platform will help elevate your content’s visibility and longevity. Users will be more likely to engage with your content, share and like your posts, thus driving the awareness that will eventually lead to increased web traffic and sales.

Facebook

The world’s largest social network places an emphasis on written posts, so it naturally presents a prime opportunity to craft information of substance, whether it’s a story, detailed promotion, or sharable item. With that said, it also contains a noteworthy visual component, and accompanying posts with appropriate imagery can help further pique the curiosity of an audience.

Brands seeking additional engagement can pose questions to their audiences regarding product/ service preference, customer service assistance, and/or topical subjects in pop culture. Facebook’s seamless interface makes it easy for users to interact with a company’s posts through Likes and comments, basically transforming it into a conduit for two-way communication.

Twitter

The epitome of micro-blogging, Twitter’s content is dynamic and concise. Digital marketers are only given 140 characters to succinctly convey their brand-specific messages, and therefore they must make the most of the allotted text space. It’s ideal for the rapid dissemination of information and providing live updates of events. Due to its micro-blogging structure it’s also the social network best suited for spontaneous posting. Brands can also use it to directly respond to inquiries from online audiences.

Google +

With Google +, simplicity is the name of the game with a minimalistic interface whose intuitiveness makes for an effortless user experience. It bears many similarities to Facebook in regards to general content characteristics, but its many communities provide an invaluable opportunity for brands to interact with consumers who already share a passion for a particular field or product. Additionally, since it’s deeply integrated into the world’s premier search engine, a solid presence on Google + can also serve as an effective way to bolster your page rankings.

LinkedIn

Built upon the principles of professionalism and networking, LinkedIn is easily the most formal major social network. Its immense connectivity capabilities can be harnessed to form B2B relationships or interact with job seekers/ fellow industry professionals. The information typically found gracing its feed is industry-relevant articles, job postings, and high level information. Its discussion boards can also present an invaluable opportunity to increase brand awareness. While undoubtedly the stiffest social platform, LinkedIn can still open up new avenues for your business.

Pinterest Dedicated to imagery, Pinterest is a visual smorgasbord that allows businesses to show rather than tell. Basically a digital pin board, the social platform enables users to pin and categorize relevant pictures to a central page. It’s a great way for brands to express their creative sides and engage audiences with pictures. While Pinterest is an effective tool for many businesses, those whose services or products lack a visual component might want to steer clear.

In Summary

Ultimately, each social network contains its own unique capabilities, traits, and overall user experience. It’s essential brands conceptualize and craft quality content in anticipation of these nuances. Platform-specific content is dynamic, engaging, and the ultimate incentive for online audiences to keep you on their minds.

Quality content and social media optimization is only one facet of digital marketing and a comprehensive social media strategy. Coupling it with a comprehensive paid advertising campaign and effective SEO tactics with allow your brand to increase its slice of the online pie.

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