3 Reasons Why You Should Not Auto-Synchronize Social Media

There’s a common metaphor that explains social media which perhaps you’ve heard . . . Facebook is like a backyard BBQ (closest friends and family, sharing of some personal details), LinkedIn is like an office party (co-workers, colleagues, clients, vendors with many professional conversations), Twitter is like a cocktail party (may or may not know others in the room, many conversations that you will hear, some you’ll participate in, on numerous topics).  If you agree with that metaphor, then you’d most likely agree each of those three social media sites have different participants, in a different atmosphere, with different goals, objectives and expectations.

There are many tools available that allow you to auto-synchronize your messages across the various social media sites.  LinkedIn can auto-synchronize to Twitter.  You can have Facebook auto-synchronize to Twitter too (and visa-verse).  There are numerous third-party sites that allow you to auto-synchronize in various combinations too (Ping.fm, HootSuite to name a few).  While there can be valid reasons to auto-synchronize your message on occasion, to do so full-time is a major mistake from a marketing perspective.  Here are three reasons why:

1)  Different target audience.  McDonald’s is not going to market to the Happy Meal crowd the same way they’re going to advertise to the late night meal crowd.  Why?  Different target audiences!  Go back to the metaphor in the beginning of this post.  Different target audiences need different messages to be effective.

2)  Different platforms with different etiquette.  Using McDonald’s as an example once again . . . how they advertise on television is (and should be!) vastly different from how they advertise in the newspaper.  It’s a different medium, with different norms and expectations.  Tweeting about your tasty sandwich is okay (not a great use of a tweet, but okay).  Talking about your sandwich on LinkedIn is not.

3)  It makes you look lazy.  Yes, synchronizing saves you time from having to alter your postings and manually upload to the different platforms.  As mentioned earlier, there are times where it’s appropriate and acceptable to do so.  If you do it 100% of the time, you risk alienating your followers/fans/connections because you likely look lazy or think I’m not worth the few seconds it takes to customize a message for the social media platform.  If we’re connected on more than one platform, it’s very noticeable.

Now that this blog entry is written, let me go cross-post it on every social media platform I can find.  😉


9 thoughts on “3 Reasons Why You Should Not Auto-Synchronize Social Media

  1. Nice post, Arthur. I’d add one more item to your list of reasons not to auto-crosspost:

    Anyone following you on multiple platforms will get bored and/or start to tune you out if they see identical messages on those platforms.

  2. Excellent post, Art! The frequency of your posts should be different on different platforms. I’ve noticed that some automatically link twitter to other accounts and they take up a lot of real estate on my news feed.

  3. I couldn’t agree more! I’m personally against them because of your last point on laziness. It doesn’t make your company look like there’s an actual individual updating things, but rather a robot or some other soul-less bot. Plus, I’ve seen problems where these sites don’t send out the tweets/updates/etc. or they send out more than one in the course of thirty seconds. Great post!

  4. I hate that I was so dumb to the very obvious fact that my Twitter followers care about very different things than my LinkedIn network…! I am immediately UN-synchronizing. (At least I change my posts though and do not automate lol).

    • For those occasions when you do want to cross-post . . . you can always check the box to cross-post LinkedIn to Twitter or include #in in your tweet to cross-post from Twitter to LinkedIn. Then you’ll have better control over the messages you deem appropriate to cross-post.

  5. Pingback: The Twitter-LinkedIn Breakup | Arthur Catalanello Consulting

  6. Pingback: Twitter Tips and Resources – Part 62 | Spotlight on Marketing

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