Viewing, Shaping and Spreading Messages Through Social Media
Tailoring different messages for different platforms
Whoever wrote, "If content is king, then context is queen," couldn't have been more right. When it comes to social media marketing, and advertising in particular, the context of a platform must define how a brand is represented. The language you use, the messages you promote and the manner in which you engage with consumers has to meet their expectations for a particular social media network.
Whether you're connecting with customers, sharing content, or distributing promoted or sponsored posts, if your content doesn't take context into account it won't resonate with users or, even worse, it could be "taken out of context" by part of your audience, with undesired results.
One of the ways marketers approach social media is to broadcast the same message across multiple platforms. This strategy simply isn't effective because consumers are using many different platforms for many different reasons. For example, someone on Twitter might not always welcome the same message broadcasted by a brand to their Facebook fans because Twitter is used to engage conversations while a Facebook page is more passive for fans who want to hear the latest news about a specific product or service. It's not surprising that engagement is less than 1 percent on Facebook pages.
To strike a chord with consumers, brands need to appear genuine in their social interactions. Failing to do so will harm the authenticity of their message. At the end of the day, there's nothing as jarring for users than a Facebook post shoehorned into a tweet.
Jean Dobey is the founder and CEO of Virtual Artifacts, a company that builds technologies for safe online interactions.