Social Media Marketing has become a necessary tool in your branding and advertising toolbox.  While social media started as a way for people to stay connected, it has evolved into a useful way to reach your target audience, run ads, promote new products, and interact with your customer base.

Of course, all of this also allows your customers to leave reviews on your business.  Negative reviews are bound to happen, however it’s up to you to mitigate them to the best of your ability.  Simply answering a complaint on social media can increase customer support by as much as 25%.  On the other hand, customers who feel shunned by a company are 30% more likely to switch to a competitor.

So, what kind of content should you be promoting?  It’s important to note that not all content needs to be shared everywhere, and not all content is suitable for every platform.  You should be posting entirely different things on different platforms.  You will likely have different audiences on Facebook, Twitter, and Instagram, for example.  Posting different content may help boost your customer engagement by targeting each platform’s content to that specific audience.

Each audience has their own expectations for posts, and sticking to that expectation can affect how your post performs.

Facebook – videos and curated content

Instagram – High-resolution photos, quotes, and stories

Twitter – News, blog posts, and GIFs

LinkedIn – Jobs, company news, and professional content

Pinterest – Infographics and step-by-step photo guides

Content on each platform is relevant, and so is the language.  Caption length, image formatting, and vocabulary differ greatly by platform.  Staying consistent to the platform will allow you to have a real conversation with your followers.  Sharing the exact same post verbatim means you’ll likely make errors, such as asking your Facebook followers to retweet you, or asking your Instagram followers to pin your post.  You also run the risk of losing part of a caption, tag, or handle from one platform that may not exist on another.

It may seem daunting at first, but having a varied and lively social media presence will absolutely help your customer base over time.

If you need help wading the social media waters, give our team a call at 800-538-0669.  Our dedicated team of social media experts can get your platforms back on track.