If you’re using social media, you’re using content marketing.
Each social media site — LinkedIn, Facebook, Pinterest, Twitter — has a different purpose. Otherwise, we’d only need Facebook, right?
Some peeps fancy the quickness of Twitter, others enjoy the visual elements on Pinterest, and we can’t forget those who loathe Facebook with a passion!
That said, how does repeat content – or sharing the same exact same message/link on Facebook, Twitter, LinkedIn, and Pinterest – make people want to join each community you own?
Think about it. If all of your social sites are merely passing along the same message, or the same content about your _______ (Fill in the blank: blog post, webinar, event), what’s enticing me to join them all?
Market Messages By Platform
When I see repeat content I typically unfollow the user. It seems harsh, but hey, my feeds are noisy enough as it is.
The way I see it, each social media platform is meant to have a different content marketing strategy. For example, LinkedIn skews more professional or educational, while Pinterest allows for a marketing mix of
For example, LinkedIn skews more professional or educational, while Pinterest allows for a marketing mix of edutainment (entertainment + education).
And while you might post 10 to 20 tweets per day on Twitter, posting that much to Facebook is frowned upon.
Different Strokes For Different Folks
Moving past the platforms, your audiences are different, too. Did you know that females dominate Pinterest while males are the big users on sites like Quora and Reddit? [source]
Are you editing your messages based on the platform, or audience?
If not, you might not be marketing them correctly.
Unfortunately, I don’t see much editing or tailoring by the masses. Most of the time it’s the same lead (also called the lede), same message, and same tired photo being shared across multiple platforms.
I’ve also seen companies use the same content over and over for different clients. OUCH.
Delete Repeat Content For Better Content Marketing Results
My advice is to try creating or curating content specifically for your platforms, rather than sharing it across the board.
Start with your lead (lede). For example, perhaps the title of the article is, “Marketers Cheer Facebook’s Reported Hashtag Adoption, Move Doesn’t Have To Be Zero-Sum For Twitter.”
It’s a little long for my liking.
- So for Twitter, we’d likely change it to, “#Facebook Hashtags Could Actually Help Marketers.” Short and sweet with the use of a hashtag for Twitter.
- On Facebook, we might pose it as a question to entice engagement, “Marketers “cheer” Facebook hashtags?? REALLY?! How do you feel about the possibility of hashtags?”
- And on LinkedIn, we might say something like, “Analysis: How Hashtags May Be Future of Facebook.”
Even though we’re sharing the same information or content, the lead helps target our specific audiences by platform.
If you don’t change it up, make it interesting, and become the source on EVERY social site you use, what’s the point?
Stop Settling For Status Quo
You can call yourself anything you want: Social Media Expert, Marketing Specialist, Content Marketer … but if you aren’t making the extra effort to make your social media stand out, to have a marketing strategy, or to edit and tailor your content, then I’m afraid you’re just like everyone else who’s out there pushing links.
And there’s nothing special, or “specialist”, about that.
What do you think? Agree or disagree? Opinions welcome below!
See you in the social sphere!
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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
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