Businesses Should Be Ensuring Their Agency Can Tailor Social Output By Platform
Agencies that are undertaking social media outreach on behalf of their clients need to think about tailoring the content for the specific site in order to maximize reach and user experience; businesses using a social media agency should be insisting on a portion of customized content for each platform rather than relying on a one size fits all approach.
Despite the rise in prominence of services such as Quora, Posterous, Foursquare and Twitter and Facebook remain the obvious choices for most campaigns. LinkedIn is now a close third for business to business oriented campaigns, particularly following the recent launch of the LinkedIn like buttons and other Facebook-like functionality.
Facebook remains unchallenged as the platform which offers the greatest breadth of community-oriented functionality, whilst Twitter is the choice of many social media purists given the concise, text only nature of the service.
Despite the similarities between the two, the tone of voice used by the wider community in both sites is entirely different. Facebook editorial tends to be more generalist by nature, whereas Twitter could be argued to be more pointed, opinionated and acerbic, perhaps because of the reliance on text-only content. Whilst these are sweeping generalisations, the proof is in the way that brands are learning to evolve their output from one channel to another.
It was not so long ago that some agencies deemed it appropriate to distribute identical content across multiple platforms - however what has happened is that not only has the agency world awoken to the fact that fans of a brand in Facebook may also be followers on Twitter - and in which case they almost certainly wouldn't be receptive to hearing the same thing twice. Moreover as the services develop and mature, it's becoming clear that each has benefits over the other and therefore are more beneficial for specific tactics.
The evolution of LinkedIn is interesting as it's clearly still business to business oriented but offering greater depth of functionality than previously. The challenge remains with all of the sites and service that brands need to work hard to capture user attention and break through the ever rising noise levels. Frankly the more one can tailor the message to the medium, even amongst different social platforms, the more likely they are to achieve their goals.