Most companies - irrespective of size or industry - have some kind of social media presence. Its importance to brand visibility, in particular, is evident in a number of companies.
Staples and Newcastle Brown Ale, for example, have transformed their once dull reputations through inventive and funny social media content. Both companies experienced success by creating campaigns tailored to specific networks. And while it was surely tempting, they didn’t spam their campaigns across every available channel, which allowed their content to retain its focus.
Here are three reasons why it’s better to not spread yourself too thin on social media:
There are just too many
Unless a company has a dedicated social media team, creating effective channel-specific content across eight or more platforms is almost impossible.
New platforms emerge all the time, and developing strategies for each would be an unnecessary drain on resources. In fact, instead of adding value, a broad approach to social media could even result in a company spending less time on the things that actually matter.
Organizations must work out where they sit within the context of social media, and the platforms most likely to improve brand recognition, and loyalty.
It’s hard to set goals
Each piece of content should be directly linked to the company’s overall strategy. When you start posting for the sake of it - which can happen if you are overrun - customers can see right through it.
According to Eofire: ‘Maybe you want to use Facebook to run a contest, and Pinterest to gain greater brand awareness, and Twitter to drive traffic to your website, and LinkedIn to promote your role as a thought leader… But are all of these things honestly a part of your overall business goals for the year?’
To add to this, measuring the success of individual networks, and acting on the findings, is challenging when there’s so much data to consider. If companies concentrate on say, four channels, they can effectively plan and execute detailed strategies.
You won’t make a good impression
Good content will always be welcomed, but if a customer is bombarded with product offers across every social network they’re signed up to, it gives off a bad impression. Instead of being personalized, your output will sound increasingly bot-driven, and will be passed off as spam by many consumers.
Content must change from platform to platform. Due to this, it’s better to post interesting content across three channels than mundane, repetitive sales pitches over fifteen.
To start, take three networks and work out what these people want to see when they’re on them. Create content around that, and devise strategies accordingly.