If there is anything I learned from reading Animal Farm in 9th grade English class, it was how George Orwell exposed the Russian’s communist tendencies during the Bolshevik Revolution of 1917. In a fictional tale of talking animals that rise up through the ranks and assume power over the farm, the leaders of the pack begin to bear striking resemblances to Russian dictators, and their previous perception of “equality” soon becomes distorted as they now collectively chant the words, “All animals are equal, but some animals are more equal than others.” In referencing this quote, I am not trying to use it to attack totalitarian governments around the globe, but rather to draw attention to its application and meaning in today’s world of social media marketing.
Do you think all Social Media outlets were created to fill the same need for the public? If they were, why would one person subscribe to multiple social networking sites? Sure, they are all intended as a collective forum for users to contribute their thoughts, ideas, and stories, but they would not all exist, let alone be successful, if they all served the exact same purpose for their loyal subscribers. If you are a business that plans to utilize social media to gain brand exposure, it is imperative that you are aware of this fact before diving into it without any prior strategic thought.
I see so many companies creating Facebook pages, Twitter pages, LinkedIn pages, and Google+ pages that are not only similar, but identical to one another. If I could give one piece of advice, one “best practice” to employ in your social media marketing campaign, it would be to refrain from re-posting the same content throughout different social media outlets, all at the same time. Although it is always a great idea to brand yourself similarly across these platforms, remember that not all social media platforms were created equal. Each is a unique networking forum serving the diverse needs of audiences around the globe. In order to reap the benefits that arise from marketing across each of the different platforms, tweak your content so that users have the ability to take something different from each social media site. Never underestimate the value of creating a purpose statement and a different set of tactical strategies for each platform, and you will go far.