This question came in to me last year via Facebook:
“I’m interested in your opinion on a social media strategy for a company that has a multitude of brands under its umbrella, and has both B to B and B to C customers. How would you differ the content for each social channel (Facebook, Twitter, Pinterest, Instagram, Tumblr, YouTube)? Or, would you put the same content (but re-written) on each site? Would you focus more on B to B in some channels, and B to C in others?”
The questions are pretty broad but, for those of you who may be interested, I’ve included below my response back to her.
Q: How would you differ the content for each social channel (Facebook, Twitter, Pinterest, Instagram, Tumblr, YouTube)?
I wish I could give you a quick (read ‘easy’) answer answer but it’s not that straight forward. It depends on the business, who their target audience is, why they may be on that particular platform, what type of content works on that platform and what the norm or accepted frequency of posts may be for the platform.
For instance, posting 20 times a day on Twitter and Pinterest can work, not so much on Facebook or Tumblr.
Q: Or, would you put the same content (but re-written) on each site?
Ideally, content would be tailored to each network and what you think would be interesting/helpful/relevant to that audience.
That said, sometimes the same content may work several for social platforms.
In a perfect world where you have the resources (budget, manpower, time) you would tailor each post to your audience and network. Most small businesses don’t have unlimited resources and so they need to work with the resources they have. Better to do more on fewer networks than try to be ‘all things to all people’ on a bunch of networks.
While there are some keys/basics to success for all businesses on social media, each business is different and so there isn’t really a ‘one size fits all’ strategy that works for every business. The uniqueness of the business and their target audience factors into the overall strategy.
Q: Would you focus more on B to B in some channels, and B to C in others?
Yes, I would be inclined to suggest to clients that they focus in the way you mention (B to B in some channels, and B to C in others).
For some networks there will be cross over but if you’re hoping to attract B to B clients, depending on the type of business you have, LinkedIn might be a hugely important network to be on.
Whereas, if you’re an artisan selling jewellry online, assuming you’ve got good product photos, Pinterest and Facebook might make more sense.
Additional Thoughts (not mentioned in my message to Nicole)
Social media can be incredibly complicated or relatively straight forward. The more networks one has chosen to have an active presence on the more complicated it can become.
That said, with the right resources (time and money) the more one can do and the more social media can help increase brand name recognition, referrals and sales. The resources of ‘time and money’ include hiring people on staff to manage social media or out sourcing, where you and your existing staff aren’t able or willing to take this on.