Different platform, different approach

Picture this – you’re about to launch a new product into the market. Which means social media is likely to be a super important channel, in terms of reaching your target audience. But of course, you don’t want to be blindly posting everywhere. 

Creating the right content and publishing it at the right time is key. That’s why a social media strategy is essential for success in building an online presence and supporting a fledgling brand. It’s time to start thinking about a content calendar – mapping out what you want to post, where you want to post it and what you want to achieve. 

Not forgetting analytics, a good campaign involves looking at what was done, if success was achieved and how things could be improved next time. This helps you find the best way to approach social media and use it to meet your business goals. Data can help you drive big success.

But how do you tackle each social platform when they all work so differently? 

Is it best to take a ‘blanket approach’ and copy and paste from Facebook to Instagram and Twitter? In short, no. 

No two platforms are the same

Each platform has its own pros and cons. This means every piece of content you publish needs to be tailored not only to your audience but to the platform they’re viewing it on. 

Doing some research on which content types people prefer helps you in the long run. On Facebook, people may prefer reading more text. Whereas on Instagram, a predominantly visual platform, a short video post could work better. 

It’s all about using the channels effectively and wisely to make one piece of content go a long way. 

Let’s start with Facebook 

Facebook has been around for over a decade now – it was one of the founding platforms that’s made social media into what it is today. 

What started in Mark Zuckerberg’s university dorm room is now a global phenomenon and pretty much unavoidable in the 21st century. 

Facebook has become almost essential for brands and their online presence. Videos are becoming increasingly popular, in fact, they receive up to 59% more engagement than other post types. That’s why they’re a great way to bring a human touch to your company’s social media. 

Facebook has taken things one step further and updated its messenger platform to include features that specifically help businesses communicate with their customers. There are 1 billion messages between individuals and businesses on Facebook messenger every month, showing it’s an effective way for brands to reach out to their customers and really listen to their needs. Businesses are even ranked by their responsiveness and there's a review section – mimicking Google's 'Local business' results page.

Pro tip: include a ‘like’ button on your website to direct traffic to your Facebook page and turn loyal customers into your social media fans.

Do it for the ‘gram

Everyone and their dog seems to have an Instagram account – no seriously, look up pet influencers

There are over 1 billion monthly active users, so getting your brand on Instagram is more important than ever. 

Instagram is all about aesthetics, with brands jumping on the bandwagon and using their ‘grids’ to the full. Showcasing your brand’s ethos, as well as creating high-quality visual content, is the key to success on this platform… and a little creativity never hurt. 

Try experimenting with colour palettes, mosaic styles or even graphics in order to showcase your brand in the best way possible. A very popular form of content is called a ‘flatlay’ which is a bird’s eye view of products laid out in a visually pleasing way. Check out @bookbento an account that demonstrates it really well.

Pro tip: use relevant hashtags to increase your reach.

Tweet all about it

The infamous micro-blogging site, Twitter, limits you to 240 characters to get across everything you want to write. Think 240 is stingy? Remember when it used to be 140 characters?

On Twitter, attention spans are short, as are news cycles, so information needs to be concise. Keeping up with industry news is so easy on this network due to the ‘trending’ section. Meaning it’s a great way to show your brand is involved in current events and knows what’s going on. Reports show that up to 64% of individuals turn to social media for their news consumption

Pro tip: Twitter is a great place to show a more fun side to your brand. But be careful – it’s crucial to know where the line is between professionalism and fun. Check out Innocent Smoothies Twitter account – the tweets are funny but also keep to the brand’s ethos.

It’s business time – LinkedIn

Also referred to as the social network for professionals, LinkedIn is essential for businesses. It’s a great platform to advertise your business in a professional, yet colloquial manner.

Networking is a vital part of the platform and is crucial to getting your personal brand out there. Blog posts are very popular on LinkedIn, so telling stories, sharing news and showcasing your personal brand is made much easier. 

Pro tip: Networking with other users is the biggest way to connect and expand your brand. So don’t hesitate to get in touch with others and exchange ideas. It's very much about putting the individual first and foremost.

Still baffled by social media?

At Crocstar, we understand the importance of having a targeted approach on each platform and creating a cohesive content calendar. 

Drop us a line to see how we can work together to help your business thrive.

Ellie Jansen