Westchester NY Social Media Marketing Agency Ruby Media Group was recently featured in 914 INC. Magazine’s “Social Media Playbook” feature article. Click here to read the full article!
Why you should never post the same content on every social media platform
I cringe when I hear small business owners talking automating their social media channels so that one post goes out to all of their networks at once. Don’t do this! This feels like spam to your audience. Cross-posting the same piece of content adds very little value to your followers and network.
It is important to respect the platform “atmosphere” of how people share content and the experience they are looking to get on each social media channel.
Something that would be perfectly acceptable to post within the Snapchat ecosystem may feel entirely offensive and amateur to someone’s professional network on LinkedIn.
How to create content for each social media platform
Your friends, followers, and social media audience is looking for different interactions depending on which social media channel you are on. For example, someone on Snapchat is looking for quick, engaging videos most likely with geotags and face filters, whereas someone on Facebook would be more likely to “like” a family photo.
What should you do instead of cross-posting?
- Edit the copy or creative to match the platform.
- Post the content on social media platforms where it will resonate with that audience.
How to repurpose social media content on different platforms
Here is how I repurposed the article I wrote titled 13 legal mistakes your business is making on social media.
Same piece of content, yet entirely different post strategy on each platform.
Facebook. Shared the article link along with a paragraph of descriptor text on why this matters and why people need to read it. This yielded high engagement.
Twitter. Wrote entirely new copy to promote the article from a different angle- why it is incumbent upon PR Firm agency owners to understand the legal side of social media. Included relevant hashtags in the legal industry to get on the radar of more attorneys.
Instagram. I wanted to post this as a stand-alone post, but knew it wouldn’t have yielded high engagement. Instead, I posted a screenshot of the original Observer article on mobile and uploaded it to RMG’s live Instagram Story and wrote on it “new blog” with an upward arrow.
Snapchat. Chose not to share the article at all because it would have looked spammy.
LinkedIn. Shared the article link with paragraph of descriptor text- also yielded high engagement.
Again, notice how it is the same piece of content, yet the article copy and creative is entirely different with each post depending on the platform?
Social Media Strategy Posting Tips
As a small business owner, you need to plan out not only the creative, but your distribution plan around the creative as well.
So for example, at the beginning of every week, we have content lined up for clients, but we will then create a specific posting plan for each individual piece of content on how we will promote it on each social media channel.
Sometimes, our NY Social Media Agency will create a piece of content that is great for Instagram, but won’t work for a client’s Facebook page.
Other times, we will update a client’s Instagram 1x per week, whereas we update their Facebook 3x per week because the content will resonate with their target audience in that digital channel.
Social Media Marketing for Business Tips:
It is critical to review the analytics in any social media campaign.
- Where your target audience is
- What social media platforms your target audience uses
- Execute a social media strategy
- Analyze the results
What content is best on Facebook?
- Educational content
- Articles with descriptive text
- Tagging others to amplify reach
What content is best on Snapchat?
- Filtered posts
- Location tags
- Light and breezy content
What content is best on Instagram?
- Instagram Stories
- Aesthetically pleasing feed posts
- Bulleted copy
What content is best on LinkedIn?
- Long-form published articles
- Lengthy posts
Social Media Key Takeaway for Small Business Owners:
Stop posting the same content on every social media channel!