Once upon a time, marketing was about designing informative business cards, ordering a bold banner and having pamphlets printed up to deliver to mailboxes. Today, it’s about interacting with 3,000 people on Facebook; utilizing the right hashtags on Twitter and Instagram; coming up with clever names for Pinterest boards; and staying on top of ever-changing Google algorithms. Without social media, Internet marketing simply doesn’t work. How can various profiles and platforms be successfully juggled, though?
Be Wary of Linking Profiles
It’s possible to set up social media accounts so that every time a post goes up on one, it also automatically posts to six other profiles. For example, a photo can be simultaneously uploaded to Instagram and immediately posted it to Twitter, Tumblr and Flickr. Or, Facebook friends can see a user’s Pinterest activity without actually having to visit their virtual pin board.
What Works for One Doesn’t Work for Another
To a certain extent, this is helpful. Instagram and Twitter operate in similar ways, using photos and hashtags to their advantage, which means an Instagram post can also go far on Twitter. However, if Instagram-only hashtags are used, like #InstaGood or #IGERS (short for Instagrammers), it’s not helping out a Twitter account.
Information That Has to Span All Accounts
Another seemingly helpful perk of linked profiles is that if there’s important information to be shared, it should be shared everywhere. While that’s absolutely correct, different social media profiles are maximized in their own unique ways. Photos work well on Facebook, Instagram and Pinterest, and they can also hold their own on Tumblr and Twitter. Look at these differences, though:
- Facebook photos don’t link to external web pages. Links don’t do well on Facebook, so a photo should be accompanied by nothing or just a short caption.
- Instagram is primarily used on cell phones, so linking to web pages isn’t all that useful. Instagram-friendly hashtags make it easy for users to find a profile’s photos, though, which can help increase views.
- Pinterest photos link directly to web pages and SEO as well as hashtags can be used in the image’s description.
- Tumblr is extremely easy to upload photos to and tags can be used to help users find images, but it’s not as great a platform as other social media sites.
- Pictures on Twitter do just fine and hashtags are used the most on this site. Plus, promotional Tweets and external links do well on Twitter.
So, What’s the Answer?
Keep social media networks separate whenever possible. Otherwise, every single Pin, Tweet and Facebook post is going to show up on your other profiles. This is bad because, as we know, posts have to be written in different ways for different social media profiles.
Also, differentiating posts means that to fully keep up with your business, people have to be looking at each of your profiles. It gives consumers a reason to explore and feel like they’re always finding something new. For example:
- Facebook can share really great photos and the latest company news, along with specials and discounts that customers will benefit from.
- Twitter can be used to link to external sites and for hardcore business promotion.
- LinkedIn is ideal for networking with other industry professionals and posting information that your contacts will find interesting.
- Pinterest is one of the best websites for businesses that sell visually appealing products, like clothing or jewelry. Create different boards and Pin all of your new products over the weekend.
Think of it this way: If you can find everything on a business’ Facebook page, then why head over to their Twitter at all? People sign onto one social media platform to find out what’s happening there. When they want something different, they head to another website. Give them something different everywhere they go and they’ll keep returning to see what’s new.