So you want to cross-post your content, but, being the smart social media manager that you are, you don’t want to publish an identical post across all your social media platforms? Good for you! You’ve already learned the most important lesson: there’s no such thing as a cookie-cutter approach to social media. There are, however, some tricks and guidelines you can use to make managing multiple platforms easier and save yourself a lot of time. Everypost, a mobile app designed for managing multiple social media platforms in once place, is a useful tool that lets you cross-post and schedule content in advance, but still allows you to customize your posts to suit each platform so you’re not blasting out identical materials across all channels. But let’s take it one step further and examine just how you can tailor that post to fit the individual platforms.
Let’s say you want to share a blog article:
The above post is pretty adequate, but frankly it lacks pizzazz. Let’s look at how we can spice it up and tailor it to suit each platform.
To begin, there’s no need for hashtags — these are virtually useless on Facebook. In fact, using them signals to your audience that either you don’t know the proper language of the platform or that you’re posting the same content to multiple networks.
Next, let’s evaluate the tone: Facebook does well with content that’s a bit more informal, personal, or fun. It’s okay to be irreverent or humorous.
You also want to make sure you’re publishing content that includes visual or multimedia material (In this case, we’re sharing a link so that’s irrelevant, but it’s a good thing to keep in mind in general).
And then finally, try to use wording that encourages readers both to click, and to share. Useful content is shareable content, so for this example we’re good because the material we’re sharing fits that requirement.
Now let’s see what the revised post looks like when tailored for Facebook:
This is where you should be using hashtags.
Twitter’s tone is moderately more professional, though it can still be informal, and humor is okay if it fits your brand. Oftentimes because of the 140-character restriction Twitter content ends up being more matter-of-fact simply because there’s not room for flowery language or excess wording.
Again, focus on useful content: relevant articles and special interest pieces are always good. Focus on things that your audience will want to read just from learning what the subject is (and then retweet).
Make sure to avoid, however, an overly-official, reporterly tone. It’s not enticing to your followers. Think about shareability — what can you say about the video that encourages people to pass it along or repost it? Remember your goal is to get clicks on your links, so peake their interest. Using questions is a good way to do this.
Let’s have a look at that same post when it’s been customized for Twitter:
Google+ is another platform in which hashtags are appropriate, though it’s best to limit them to 2 or at most 3 per post.
Also, similarly to on Twitter, the tone is fairly professional, since the network is used much less for socializing. Your content can still be informal, but here even more so than on Facebook and Twitter, the focus is on useful, relevant content. As with Facebook, articles, multimedia material and visual content all do well.
In addition to sharing useful content, Google+ is a great platform for spurring conversations. When writing your posts, think about what you can say that will add a bit more to your post than just the title of the article, and how you can get the discussion started. Make sure you’re not just sharing content without any commentary — you want to encourage clicks and +1s. As on Facebook and Twitter, think about how to engage readers and compel them to click, share, comment, or +1. Particularly on Google+ and Facebook, it’s important to show your human side–people will respond if they feel they can relate to you.
And now let’s see how that post looks when re-crafted for Google+:
It doesn’t take an expert to recognize that these three new posts are far superior to the original version. And they’ll do better on their respective networks, too, because they were written with each audience in mind.
But above all, remember: your goal should always be to publish content that is useful to and shareable for your audience.
For the purposes of this blog article, we’ve decided to focus on posting to Facebook, Twitter, and Google+ –the big 3– but when cross-posting with Everypost you can also tailor your posts to suit the different styles of Pinterest, LinkedIn, Tumblr, Dropbox, and even for sharing via email.
Have any platform-specific tips we’ve left out? Share them with us in the comments!