In recent years there have been tons of buzzwords zipping around the blogosphere regarding social media strategy. The experts and “social media gurus” tell you to focus on social media content that is sticky, targeted, personal, value-driven and shareable.
Well, above all else, your social media campaign needs to be cohesive. It is far too easy to get caught up and completely focused on just one social network, be it Facebook, Twitter, LinkedIn or any other. When this happens, all of your efforts on other social media channels falls by the wayside. Don’t let this happen, because when it comes to social media, consistent communication is key.
The point is to try to strike a balance between your various social media networks. If you’re tweeting something of value everyday on Twitter, don’t forget to share something of value with your Facebook and LinkedIn connections.
If this sounds overwhelming, here are two tips to keep you on track:
- Don’t spread your social media efforts too thin too soon. If you can barely maintain consistency on Twitter, don’t go out and promote twenty other profiles on other networks. When it comes to this stuff, quality rather than quantity is what matters.
- Use technology to your advantage. Clients such as TweetDeck, HootSuite and others allow you to post the same message to several different social media platforms at once. This could be a huge timesaver, however, keep in mind that it is better to offer slightly different content on different networks. What works for your Twitter followers won’t always work for your Facebook fans.
In summary, remember to treat your entire social media campaign as one cohesive structure. If you promote on your website that you’re on Facebook, Twitter, Tumblr and more, then make sure you’re actually posting on all of those platforms. Nothing looks worse than a social media profile that hasn’t been updated in a year or worse yet, that lacks content altogether. If your strategy is cohesive, you’ll create a solid brand for yourself over time and in doing so, you’ll carve out a comfortable niche where people will regard you as a relevant and current expert in your field.
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