3 Dos and Don’ts To Build Your Social Media Following across Facebook, Twitter and LinkedIn: Part Two
How do you engage different audiences across different social media accounts?
In part one of this three-part series to growing your social media following, we covered the first Do: engaging your audience by going above and beyond their expectations.
Now we move on to part two, the first Don’t to building your social media following – are you committing the cardinal sin in marketing purgatory?
But before we get to that, we need to cover what each social media account does best. We know that one application often shares features with another. We also know that we can find different audiences on different channels.
Above: Facebook now supports GIFs, so Adobe Photoshop’s posts can come to life
Social media juggernautFacebookcan:
Broadcast video, photos, graphics, text and other forms to your heart’s content
Create Facebook events and group pages
Let’s now look atTwitter. It works well with:
Hashtags to trace thread to keep up-to-date with real-time events
Communities to follow
User connectivity through following a user’s @handle
Images to help users engage with written content and links
So what are the differences?
Facebook’sfunctionality is vast and the most advanced because it’s one of the oldest social media platforms with plenty of features and facelifts added over the years.Twittermightn’t be as flashy asInstagramis – which focuses mainly on just an image. Now, theTwitterspherehas lots of written content, but our research shows thatTwitterusers are far more likely to engage with content that is shared with images than without. The bottom line? Good images drive engagement!
Adobe Photoshop captures attention on Twitter with hashtags and imagery
Now, let’s turn our focus on the Ultimate Don’t in growing your social media account followings. Namely:
Don’t: duplicate your posts across accounts
Why not, you ask? Different platforms play copycat to join in on the success of what has worked for another app. As a result, you might notice thatInstagramhas a ‘share to linked account’ function, meaning you can double up your pretty picture toFacebookorTwitterwith a single click.
By that logic, surely it would make sense to slide across the ‘Share toTwitter’ or ‘Share toFacebook’ options when posting toInstagram, right? Well, it’s complicated. On one hand, this simple process allowsFacebookusers to click through to discover anInstagramaccount they hadn’t heard of. Additionally, if you tag another company’s username (@examplebusiness) into your post, your image would appear in that business’ stream, so their followers could turn into yours, too!
Instagram links their account to their Twitter – but their image goes missing
On the other hand, this strategy doubles your exposure – but at a cost. Your posts will look unattractive and your brand will look lazy. On yourTwitteraccount, your perfect image is now missing, replaced with a hyperlink (see photo). And it’s not likeTwitteris going to tell you this!
As forFacebook, that other company won’t see your photo in their feed – you would have to edit your duplicated post, removing the now brokenInstagramhandle link and linking afresh to how the company presents itself onFacebook’splatform (e.g. @Example in Business). So what do we suggest? Spend thirty seconds more on adjusting your posts to work with the platform you’re on. You’ll thank yourself for it!
What a shame to lose this post!
With part two done and dusted, discover the final tip for growing your social media following here. For more information on customising your content for different channels, check out our specialised guidehere.
Jasmine Batra is one of Australia’s most respected Digital Marketing Strategists and the co-founder and CEO of Arrow Digital. She draws from her practical experience on SEO, Social Media, Conversion Principles and Content marketing to drive business growth for her clients.