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. 😉