Differentiation: A Strategy Across Social Media

71% of consumers who've had a good social media service experience with a brand are likely to recommend it to others

If you aren't marketing on social media yet, then it's something your business should seriously consider. I know you've heard it before: social media marketing is important, but how does an effective social strategy adapt across networks?

You hear the word differentiation thrown around and in some ways it gets overused and starts to lose its meaning.

What exactly does differentiation entail across social media platforms? We analyzed each form of social media in earlier blog posts exploring how to exploit the benefits of each to help grow your blog.

Now, using our experience here at Centori, we hope to give you some insights on what strategies you could use across social media platforms that demonstrate differentiation to its fullest.

Social media marketing is crucial when it comes to getting in front of new prospects and delighting current customers. How can your business be portrayed differently in each social media site that both furthers your brand and enhances your business' mission? Let’s look at Facebook, Twitter, Instagram and LinkedIn to see how that can happen.

Marketing on Facebook

Facebook is one of the most essential sites you should monitor regularly.

What started as a dream in a Harvard dorm room has changed the way businesses and people function. Ride the train, or sit in any waiting area and you'll see people checking their phones or tablets to see what's new on Facebook.

Facebook is an excellent platform for its extremely broad reach (about 68% of Americans are on Facebook), but it also supports a variety of post types. You can share articles you write on your blog, produce and share videos and embed them to autoplay in the newsfeed, post infographics or events, and showcase any products you may be selling.

Simply put: if you can dream it you can post it to Facebook.

At Centori we share content from our blog, as well as industry content in the marketing, small-business space. They say that 50% of the content you share should be someone else's so we try to find articles from around the web to spark discussion for our followers.

Additionally we share images and videos that we produce, as they score well with Facebook's algorithm which favors visual content over text and link-based posts.

Marketing on Twitter

Twitter allows you to post short status updates in 280 characters or less, unlike Facebook it favors shorter content over long-form.

Much like Facebook, you can follow others’ feeds and retweet those in a similar field related to your blog. We have a soft spot for Twitter because we believe it's an excellent platform to grow a brand on. You can easily reach new prospects, engage in discussion, and follow leaders in your space. 

Unlike Facebook twitter highly leverages hashtags (#) which allow your content to reach a broader audience. By using popular or trending hashtags you can increase your reach exponentially. This allows you to build your brand at a much quicker pace than you can on Facebook which requires direct networking with your followers.

Use Twitter to engage with your customers and delight them, 280 characters are a ceiling for sure but with some creativity you can make the most of them.

Marketing on Instagram

Instagram users post pictures and use hashtags to increase their reach and engagement. Instagram, unlike Facebook and Twitter, is entirely image based. This presents some challenges for businesses as far as ideas go, but with each challenge there are numerous creative solutions.

Use Instagram to give a face to your business; take pictures throughout your day that mesh with your message and that your audience will love.

At Centori we share helpful graphics and motivational posts catered to the marketing and startup/small business space. Instagram can be tough in a b2b market, but once you find your niche it is easy to grow and expand. Be sure to include hashtags as well, you can add up to 30 though we recommend sticking to 10-15 as a start.

Marketing on LinkedIn

LinkedIn is a standard for any business hoping to present itself in the professional world. 

With 260M active users month over month as of January 2019, LinkedIn continues to be a popular platform among professionals across industries. A thing to bear in mind is why people may be on LinkedIn - likely they are there to advance their careers, build up their resume, network, and the like. They are going into it with a 'work mindset' making LinkedIn a great tool for b2b marketing. Your prospects are thinking about their jobs, if your service relates to how they work then your message will hit them with the right context.

Going Forward

Social media marketing can become as varied and as unique as you want it to be. It allows for creativity and the opportunity to push your blog or business into new opportunities. Learning through social media can even increase your knowledge on a certain topic and could lead to an interesting blog post in the future.

No matter how you use social media, make sure you never limit yourself and think about how your blog can appeal to all regardless of age, location or social demographic.

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