Social posting. You’re told you must do it. Some pundits swear you must do it on every platform. But that takes time, so you turn to tools like Hootsuite or Tweetdeck. There’s only one problem. These tools create redundancy—something you don’t want because your loyal following dislikes it, and Google punishes you for it.
Trying to hit every social media (SM) platform with identical content might seem logical. After all, don’t you want the masses to find you in the place that’s most convenient for them? However, this ignores the importance of recognizing that people choose their social media space based on preferences for the user experience they have there. When your content is ill suited to that space, people brush it aside.
Consider Pinterest. You must be visual in this space. It’s all about the picture. If you can’t find a way to present your product or service with visual messages, Pinterest is not a good fit. When you push audio and written content at this social space, you’re creating irritation.
Consider this as well. “…when it comes to your messaging or look of your social media channels [redundancy] leads to getting ignored and forgotten. Keep your audience interested with visuals and variations on messaging.”
If it seems like your CD is stuck on one spot (or one image keeps appearing everywhere), it won’t be long before familiarity equals disregard! You don’t want the, “I’ve already seen this” reaction from those you want in your tribe. Nor do you want it from Google.
How to Control Redundancy
leverage the power of social media across your business and eliminate redundant efforts. Each effort is adapted appropriately for each specific platform to maximize response and reduce work.
Heidi Cohen suggests that if you’ve developed plans for different social media efforts and platforms, your work flow is probably redundant. She recommends you focus on developing a 360-degree social strategy. This is an approach that brings life to your social strategy because it puts “your target audience…at the center of your efforts.” Your “objective is to leverage the power of social media across your business and eliminate redundant efforts. Each effort is adapted appropriately for each specific platform to maximize response and reduce work.”
Placing Your Tribe at the Center
1. Get to know your target audience.
People know when you ‘get it’ and when you don’t. They might not recognize why they like your stuff, but they sure know why they don’t. You must know what’s going to grow your tribe and what will repel.
2. Create content for social media consumption regularly.
The more you do it the easier it becomes. Begin with discovery—what information will your prospects and customers find useful. Things like product or service information, how to info, ratings and reviews, and responses to customer FAQs help customers explore your products and services.
3. Develop contextual variations.
You might have one video, but the message should fit the platform. Use hashtags on Twitter, but avoid them on most other social platforms unless you know how they are used on those platforms. Why? When a hashtag doesn’t work, you announce you don’t have a clue that Facebook and LinkedIn give hashtags different functions. Match your messages to the platform.
Reformat your content so it appeals to the tribe residing in each of your social media communities. One format does not please all.
4. Avoid repeating feeds.
“If you need to post the same link several times, get creative and switch up the messaging, or the image you used (or both). If your links pull a generic image, consider using an image or just plain text instead. Networks like Google+ and LinkedIn allow you to forgo an image, and on Facebook you can substitute the image that automatically populates with your own,” says Dharianna Lozano in her LinkedIn blog post, “Avoid Verbal and Visual Redundancy.”
One way to make sure you’re serving up an appealing message is to scroll through your different social media accounts. Ask yourself, “Do these all look the same? Have we repeated ourselves?”
Lozano suggests you look focus on the visual component of your messaging, no matter what platform you’re using. Make sure links are visible. Ensure messages are clear. If formatting is available, check paragraph spacing. Use good quality images. Ensure graphics are ‘on brand.’
5. Encourage your customers to create content.
Customer-content creation engages more than the customer who produces the content. You earn more social merit from this type of content. Use an online reputation monitoring tool to capture business mentions that don’t show up when followers/friends click to your SM ‘home’ page. Share once, but add your own twist.
For example, a customer posts a picture of their new living room furniture and mentions your furniture company. When you repeat their post on your page, add a message. You could thank them for sharing or complement the decorating style. Even though the picture is ‘redundant,’ you’ve added a personal touch.
Redundancy isn’t that difficult to overcome. With little effort you can personalize content for the differing social media venues. Your tribe will appreciate it—and most likely grow in response.
P.S. Take a look at our Social Media Super Hero Guide. You'll learn how to find the right content topics to share, produce quality content, build an influencer network and track and measure the right metrics.