Forget To-Do List Social Media

“I posted a new photo on Facebook.”

Every time we spot that gem on Twitter, eyes start rolling at Bizability Group. If we follow you on Twitter, what the heck do we care if you posted a new photo—an anonymous, captionless photo—on Facebook?

Because—wait for it—Facebook and Twitter are actually different social media platforms. To successfully reach your audience on any platform, you have to understand how it works, you have to know how to exploit its full potential, and you have to know who your followers are. (And here’s another tip: the people who follow you on Facebook are not the same ones who follow you on Twitter, and they’re not the same ones in your Google+ circles. Why are you pushing people from one social media platform to another, instead of giving them a reason to go to your website, sign up for your newsletter, or heed some other call to action?)

Here’s a few more Facebook vs. Twitter facts to consider as you fine-tune your social media strategy:

  • The top brands post to Facebook once a day—and never more than twice a day. (More than twice is annoying to the audience, Social Bakers found, while once weekly is so infrequent as to lose your connection with followers.)
  • Numbers are much higher on Twitter. For maximum engagement—retweets, replies, and favorites—three to five times daily is the magic number. (And if you’re looking at total interaction, the number jumps up to a maximum of 30 tweets per day.)
  • Automation is a turn-off. So don’t send automatic DMs to your new Twitter followers, and for the love of marketing, don’t allow your Facebook account to auto-generate tweets. (After all, there may be some Facebook fans among your Twitter followers; don’t you think they deserve something special on each platform?) As one Hubspot article put it, “You simply can’t autopublish the same post to all sites at the same time and remain effective.”

When you’re already running a business or fulfilling an existing job description, the addition of social media marketing can make your plate too full to handle. But you don’t have to have a presence on every social media network. Choose the ones that you can wring maximum effect from—and then focus on doing just that, by timing your posts appropriately, and by composing them so that they’ll make the biggest splash on each particular platform.

Remember, social media marketing is about communication—and communication is about connection. You’re striving to build relationships with potential and current clients, not just check off items on your marketing to-do list.

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