As a savvy small business marketer, you have created a number of social media profiles in addition to your website in order to reach a broader audience online. Then you looked at your Facebook, Twitter, LinkedIn, and Google Plus profiles with pride, and then thought, “Oh god, what am I going to post on all of these things every day.”
Judging from the news feeds I have seen, it’s clear that you aren’t the only person to have had this moment of panic. Small business owners are busy people who don’t have much time to dedicate to social media, and it’s all too easy to slip into the bad habit of coming up with one post and pushing it out to all of your profiles at once. I understand…but please stop doing that.
Because the thing is, if your customers and potential customers are really enthusiastic about your brand, chances are that they follow you in more than one place. That means that exactly the same thing will show up in each other their feeds all day. This does not reflect well on your brand, because it makes your communications feel disingenuous and canned.
Now, you might be saying to yourself, “But Sarah, you recently wrote an article telling me how important it is to have consistency between all of your social profiles.” Absolutely true. However, consistency is different from repetition. You’ll notice that the profile images cited in that article all reflect each other, but they are not exactly the same. This is because you do want to get the same branding across in each place, without being boring. The same goes for content on your profiles. Nobody is saying you have to post completely different material everywhere – because you do still want to drive the message home. Avoiding repetition can be as simple as changing up the way you phrase something, or coming at it from a different angle. Even if you’re still promoting the same thing.
Take these two examples from Target’s Facebook and Twitter profiles. In this first example, they post exactly the same image with exactly the same copy:
The promo is smart and funny, but it loses its authenticity and charm when you see that it was copied and pasted into another social profile. And the people who love Target, REALLY love Target. So you can bet they don’t follow them in just one place.
Now look at this more recent promo from yesterday celebrating National Cheeseburger Day:
Same image, same basic message, but it feels much more engaging when you see that whoever is posting for them took the time to write two different things. And as much as social media is about getting your message out, it’s also about creating brand loyalty and engagement.
Next time you check your social feeds, think about the way different brands handle this idea of sharing the same information in different ways. Then follow the good examples and do the same for your own business!