When managing your social media marketing plan it’s tempting to just throw up the same info in each outlet. I mean, what if you have a fabulous link that shows just how amazing The Snuggie really is, are why shouldn’t you post it on Facebook, Twitter and all the rest?
The answer is that sometimes you can and sometimes you shouldn’t.
I should be a politician as I’m waffling here.
Here’s the deal: most content that you put out there can be repurposed on different platforms and even at different times of day. Bit.ly recently released some data on the best times to post on Facebook and Twitter.
Tweeting on Monday between 12-2 pm CST results in the most retweets. Twitter traffic peaks Monday through Thursday from 8-2 pm and Tweets pushed out after 3 on Friday less likely to reach your audience or be retweeted. Same goes for office meetings; I once saw an entire accounting department kill and eat a junior account executive who scheduled a meeting at 3:30 on the Friday before Labor Day weekend.
As far as Facebook goes, links posted between 12-3 pm result in the highest click through rate and weekly traffic peaks at about the same time. Posting before 8am or after 8pm may be wasted.
Now of course this isn’t written in stone because that’s just silly when we have perfectly good paper. Try and keep to this schedule for a bit and then vary it a little to see if anything changes.
Guy Kawasaki, internet guru and former Apple brand evangelist, has said that he schedules the same Tweet to go out a few times in a single day. I’m not sure I agree with that, as it just seems a bit lazy. I’ve tried scheduling the same Tweet on subsequent days and it seemed to work better.
Now as far as content goes it’s a good idea to vary it across platforms. What you post on Facebook may not be as appropriate on LinkedIn. LinkedIn is a bit like the older sister of Facebook and tends to favor informational posts rather than entertaining content. Facebook is fertile ground for fun stuff as well as information. You’d call Facebook to bring the keg and LinkedIn to post your bail, more or less.
Twitter, well Twitter would show up, eat all the Cheetos and then leave. But he’s entertaining, so you don’t mind. And Google +? He’s the guy who claims to have friends, has lots of money, and you should probably pay attention to him in case he gets more interesting.
Bottom line is this:
-Vary your content across the various social networks.
-Content can be the same at times, just re-purposed. A blog on your site can be turned into a video for YouTube.
-Link content together. If you find a link suitable for Pinterest (including your own content) push it out there while linking the pin to your Facebook account.
-Sometimes it’s just fine to get on Hootsuite and push the same content to all your outlets if you just want to keep your presence alive but don’t have the time to repurpose.
If you generate interest in your content you’ll attract more interest if you vary that content. If a potential customer finds you and wants to know more you’ll be better off if what they find is informative, entertaining and just a bit different each time they look.