When it comes to social media marketing, many people make the mistake of simply posting the exact same things on all their accounts. According to a new study from 140 Proof and IPG Media Lab, however, this can really limit the effectiveness of a marketing campaign. The study found what many people may have naturally assumed, that people use each social media site for different things.
For example, most people post to Facebook when they want their family and friends to see it. On the other hand, LinkedIN is dominant when it comes to sharing a post directed toward business contacts. Twitter leads the pack when attempting to post to celebrities or other cultural figures. The study went into some depth regarding what types of posts will do best on what platforms.
Not only do users post differently to each of the social networks, but they actually consume information differently too. If someone sees a business focused post on Facebook, for example, they are likely to scroll right past it. The same post on LinkedIn, however, may get them to read the post and share it. This is why it is so important for marketers to tailor every post, on every social network, to not only the target audience, but the mindset the audience is likely to be in when they view that post.
The study also found that 56% of surveyed individuals said they use four or more social media sites, and 23% used seven or more. This is a huge number, which offers further proof that simply posting to Facebook and Twitter just isn’t enough for a comprehensive marketing campaign.
You can access the full whitepaper where this study is published HERE
