Using social dashboard tools like Sprout Social and Hootsuite has helped save time for many marketers in today’s world of social media. They allow you to preprogram content from one location to multiple channels at once, but this has spawned a particularly bad habit, posting the same material across all channels. Users have developed each social network to have a different personality, which means that one size fits all content simply does not work. Learning the difference between reusing and repurposing content can be the real game changer in your social media strategy. In order to be successful with your fans, you need to get to know your audience and what they are looking for from you on different social media channels. If you have the same content across multiple channels, your fans will pick their favorite and ignore the rest. If this seems daunting, we have some quick tips to get you going in the right direction.
- Learn the personalities of each channel and the expectation of your fans for each. Facebook is a great medium for fans to ask questions and see multimedia posts from you like videos and picture. Twitter is better suited for sharing news about your company or products. Instagram is almost purely visual, so fans expect to be blown away by great images.
- Do audience research. Use the metrics tools that your dashboards have. Learn where you audience is listening to you and tailor your content to suit them. Listen to what your fans are saying and keep track of the data.
- Learn to re-purpose. Telling your story on different channels is different that regurgitating the same information over and over again across all your networks. Find different angles on the same stories and use that to your advantage. Delegate those angles to different social networks and you will find that your audience will enjoy seeing multiple sides.
Giving fans channels specific content requires a paradigm shift, but once the change is made, the boost in engagement will be well worth it. Look at your channels and content through the eyes of your fans and make sure you are giving something that is worthwhile. Once you do, your content will never be the same. Good luck!