Managing multiple social media accounts has never been easier.
Scheduling apps like Hootsuite, Buffer, and integrations between platforms (like the recent collaboration between Facebook and Instagram which allows adverts to be made for both platforms, all from Facebook Ads Manager) – all allow for your brand presence to be fine – tuned across your accounts.
Unfortunately, this also means things can start to look a bit samey. You might be missing out on the needs of the individual if your content strategy is too schematic.
Here are a few ideas to make the most out of each platform without compromising on your brandonality!
- Post exclusive content to a platform that won’t be shared anywhere else.
If you’re using analytics and listening to them, you should have a good idea of why your followers follow you, and what sort of thing they want to hear.
It doesn’t have to be something they’d expect, but whatever you post make sure it directly addresses the specific audience of that platform.
People are creatures of habit, and while many will follow more than one social media account for a brand, die-hards will always view the one they use the most more often.
So every now and then, post something that only they will see – whether it’s on Twitter, Facebook or Instagram, each platform is very different and you should make the most of this!
- While you’re doing this, keep visually consistent.
When posting exclusive content you want to make sure, of course, that it’s recognisable to your followers and distinctive enough to stand out from the crowd.
You want people to know straight away that it’s YOU whichever platform you are on. Think colour schemes, filters (for Instagram), the types of images you post.
- Repurpose old content
This isn’t cheating! If you use blog writing in your strategy, or make informative posts of any kind, go back in your archives and find your most popular/successful content.
Make something new with it! It could be an infographic, a quick video of key tips, or a commentary on an old blog with your thoughts on it now. Using old content can be fresh and engaging, it all depends on how you do it!
Consider reworking posts to optimize them on different platforms – think about how they’ve changed since you last talked about them, and what would work better in the present.
- Realise you can’t do it all!
Searching for the content takes a lot of time, and so does engaging with your customers and followers. If you don’t carve out time in your schedule to do this, you’ll find your profiles will suffer!
As always, I suggest you make it easier on yourself by getting someone to help you, or employing some handy apps for content scheduling and organisation.
Sam loves Feedly for a one-stop shop for all the information, news and websites you use for your content. I like Flipboard for a quick overview of everything that’s going on online, as you receive highlights from chosen topics – good if you need inspiration on the fly!
Let me know what you think to these suggestions, and if you’ve got any methods of your own you’d like to share! – Emily