Investing Resources in Multiple Platforms for the Best Performance and Outreach
Every social media marketing plan should be unique and be focused on a strategy to share content with your target audience. For many years people focused on a single social media platform because all their friends and family were there, as well as others they met along the way. From a referral marketing perspective, it is valuable to have a social platform full of the people you know, for referral purposes. From an advertising perspective, however, it is significantly limiting to put all our eggs in one basket and miss out on all the other customers in the digital universe.
Forbes: The Importance Of Diversifying Your Social Media Channels—And Connecting Off-Platform
Presently there are all kinds of different social media platforms where people spend their time consuming information, entertainment, and various forms of content. If you have something to share, such as an article, video, or podcast, you can drop in each of the major social platforms and share your content in the unique format of that platform. Think of it as stopping by multiple different parties where people are hanging out, and letting them know about your content.
Each Social Media Platform is Its Own Unique World Worth Spending Time Sharing Your Content:
- Meta-FB/IG
- TikTok
- Twitch
- Quora
- Snapchat
- X
- YouTube
Each Social Media Platform is Different and the Content Has to Match
One of the worst practices is using technology that links social profiles to do a post to one, posts to all, because each social platform is unique. Suppose someone sees your same content simultaneously, across different platforms. In that case, it makes it clear that some of your platforms are being filled with your SPAM because you are sending something to all your profiles that was usually clearly designed for one of them. For example, a post that was meant for Facebook, but is being shared on your LinkedIn, and you know it just doesn’t look right.
Let’s say you are promoting a video, you should be creating individually specific content to share your video on all the different platforms. Present your information in a message that matches the tone of the platform and the demographic of the community likely to find your content. Offer things up in clear ways. If the platform content is short-form video, keep it short and don’t make us spend more than a few seconds getting to your point.
The Diversification in Platforms Encourages a Stronger SEO Map
Why would you spend all your time and monetary resources on any single social media platform? Every social media platform has an Internet domain address where your name and keywords are strengthened through your working out your content marketing strategy. Now think of all the different platforms you’re not working out, that leaves missed opportunities. Remember that SEO is about the search engines that feed on Internet activity and new content published on different domains, so just like your blogs published on your own business website, your social media platforms are also important domains that affect your SEO.
Advertising Budgets and Sponsorship Opportunities, Boosting a Little Here and There
Diversification in investments operates the same in the context of advertising your content on social media. Each platform has its own paid content options and rules. People do understand that while competitors might easily outspend our sponsored ad bid, we still are going to get some kind of bump by the platform because we are a paid user. They want to keep you paying in, even if it’s just a smaller amount, so they’ll show you positive performance and traction in your content and how many eyes are on it. So instead of spending all your ad budget on one main social media platform, consider spreading it out among many. It makes the same logical sense as diversifying your investment strategy, it’s intuitive.
Public Relations and Marketing is About Finding Where People Are and Letting Them Know About You
Public relations is the process of sharing information with your target public audience, and in digital marketing, it means stopping by all the platforms your public is present, in different formats, and in different settings. If it’s helpful, keep the bullet point list and schedule time with each social platform. You might just spend time filling out profiles in each one and posting some basic information, In time you may have stopped back at that app often enough to get some traction. It all takes time, but after a while, you will have built a digital asset in each social profile space. These digital assets give us social proof and credibility online as search engines help us connect, share, and do business.
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