Social Media Marketing: Optimizing Content for Multiple Platforms
April 21st, 2010 - Posted by Tim Freestone
Does having a Facebook fan page, a LinkedIn group and a blog mean you have to content — regularly — for three different platforms? It’s a scary thought, probably enough to turn even the most zealous social media advocate away from the space. Well, here’s the good news: write content correctly, and you can carve it up for use across your entire integrated social media environment. There is no bad news.
Start with the blog post — it’s going to be your anchor. The material you publish on your blog will tend to be longer and more complex than what you put on Facebook, LinkedIn or certainly Twitter. Everything else you write and post should be pulled from this source. Not only do you only write once, with the exception of small modifications, but you ensure consistency across your entire social media environment.
From your blog, pull the first paragraph for LinkedIn and Facebook. This means you need to keep it short — and tight. Present your thinking in full and up front, as your readers on Facebook and LinkedIn will need to know immediately what the article will involve, otherwise the odds of a click-through decline. Additionally, you can pull your headline for use on Twitter, so write it to be under 140 characters, especially if you want room for hashtags and easy retweeting by other users.
You may want to get more aggressive, adding Facebook or Twitter “exclusive” content between blog posts, especially if you intend to trigger a considerable amount of end-user interaction. But, your entry point is content that is flexible and portable. This will cut your social media marketing time and consequently extend the value of your investment.
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