Any marketer needs to put social media at the heart of their campaign, but it’s important to do it well if you want to reap the rewards. It can be tempting to stick to the same kind of strategy for each site, but this can be a big mistake—different sites have different demographics, different uses and different features, so it’s important to target your strategy accordingly.
Let’s take a look at two of the big names in the industry—Facebook and Google+. Facebook is more focused on personal interaction than brand content with the most popular activity being “liking” rather than actively posting, but users are also far more active and engaged which makes this market a key one to hit. You should utilise Facebook ads rather than content marketing and make sure to engage with users on a more personal level—it’s all about interaction, so make sure your strategy is personal as opposed to business-focused.
Google+, on the other hand, is a prime candidate for content marketing. It’s a much more tech-savvy arena with users actively posting and sharing content on a regular basis, with easy distribution being a key feature of the social network. To really make the most of the marketing opportunities you’ll need to utilise things like Circles and Hangouts, and make sure to post pictures, videos and long form content to get the most benefit.
It just goes to show how important it is to tailor your strategy. Sociability will always be key but it’s how you go about being social that matters—with places like Facebook it pays to be more personal and user-friendly whilst with Google+ you can really make the most of content marketing, so make sure to target your strategies accordingly and you’ll be able to reap the rewards.