Social media has been a space where people engage in discussions related to day-to-day subjects or just communicating with friends and family.
Over time, the social media is becoming a crowded space. Publishers need to adapt their communication based on the channel. The key to using social media in the best possible way is to:
- Identify the target market
- Analyze what social media networks they primarily use to communicate
- Create content to suit the channel and audience
Online publishers nowadays face the challenge of distributing their content to the right audience. To reach your target audience, an appropriate mix of medium and message is necessary.
While some content may suit a particular platform, it may not be as effective on others. For instance, live events such as competitions and regular minute-by-minute updates are best promoted through Twitter. It enables active user interaction and participation. These events may not be as effectively promoted on LinkedIn or other channels.
All social media channels have their own user groups, benefits, limitations, and ways in which content gets distributed. Publishers should leverage the strengths of every channel, to reach the right audience.
LinkedIn is an effective professional platform for news, features, and trends in the corporate world. It provides a medium for professionals to collaborate on mutual business interests.
Online publishers such as Forbes.com report on business, technology, entrepreneurs and similar topics. For Forbes, LinkedIn would be an ideal medium to promote their content. However, Facebook may not be as effective for them to announce business trends, news, and analysis.
Twitter is a popular medium for current happenings. Events and advertising promotions happening over a small period of time can be effectively advertised on Twitter. Since Twitter is faster than other media, publishers can use it share news briefs and events, to a large audience, in a short span of time.
For instance, live election results are best shared through Twitter. It helps reach a large user base in a short span of time. Also, Twitter enables easier and quicker audience engagement. This would help cascade your message more easily than other platforms.
Facebook is a medium used commonly used to stay updated about events, shows, and interact with friends and family. Apart from these Facebook is increasingly being used to stay updated with what is happening across the world.
According to Justin Osofsky, VP of Media Partnerships and Global Operations, Facebook drives the most social traffic. It has helped increased referral traffic for various publishing sites substantially.
Having a large user base, Facebook can prove advantageous to publishers, if used appropriately. As a medium, Facebook allows publishers to use a mix of multimedia (pictures, videos) and written content. This gives it an edge over Twitter which is not as effective in promoting content with larger amounts of text – thanks to the 140 character limit.
Given that all social media channels have their own strengths, publishers can use a combination of all three – LinkedIn, Facebook and Twitter to discuss election-related news. LinkedIn can be used as an effective platform to analyze government policy, the effect on the industry, and expectations from a certain political candidate. Facebook would be an effective medium to gauge sentiments of the voters and engage voters in discussion to understand what their expectations are. While Twitter would be helpful in following minute-minute updates on the results day.
Publishers are beginning to use social media increasingly over time. While all social media channels have a large reach, publishers must carefully select their channel (or a combination of channels) to promote their content. This will help them stand out in the crowd. Each social media platform has its benefits that can be leveraged, to have maximum impact.