Although it may seem tempting to publish the same content on every type of social platform; there are some real benefits to customising content for different social mediums.
Each social platform has a unique purpose and users on the platform will interact and engage with the content on each platform differently. For optimal effectiveness, firms must customise their content to suit the platform.
Here is a quick run-down of the three most popular social platforms for your firm and how to optimise content for each network:
Facebook continues to take the top spot for highest amount of users. With more and more users searching for business pages on the site, Facebook is a great starting point for firms who are looking to establish a social presence. For high engagement on the site, stick to fairly short statuses (80 characters or less) and incorporate visual content where appropriate. Most Facebook users are searching for interesting or entertaining content, so feel free to share videos, links to your blog posts, business reports or other news happening in your firm.
As a business-oriented, networking site, LinkedIn is a must for firms. The platform allows businesses to set up a profile, post company updates, blog, discuss trends and share external links (i.e, other company’s posts). It is a professional platform, so make sure your contributions are relevant to your industry.
Twitter differs from most other platforms as users must stick to the 140 character limit. Firms may want to tweet about company or industry news, or even reminders such as key tax dates and deadlines for clients. Firms can also retweet other users’ tweets, i.e., from Government agencies or compliance bodies.