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One of the many great points Gary Vaynerchuk brings up in his recent book, Crushing It!, is that crafting the message for social media posts goes beyond just considering your general audience.

He mentions something we’ve all seen: a user that clearly schedules all their posts out in software like Hootsuite, but uses the same exact post across all their social platforms. Doing this can hamper your brand in a couple ways that we’ll discuss here.

Each social media channel’s user base has its own focus.

You may or may not use various social media platforms, but think about the major aim people have when they sign into each one.

Obviously with networks like Linkedin, folks are there primarily to find jobs and connect with other professionals. People signed into Linkedin are probably interested in news about business, up-and-coming companies, and changes in their given industries. Contrast this with Facebook users who primarily sign on for social reasons, whether it’s to stay in touch with family or share photos with friends. A drier, more informative piece might do well on Linkedin, but might not resonate with folks on Facebook.

Likewise, sharing vacation photos on Linkedin likely won’t have the intended result. Same for Twitter, where people often go deliberately to find news.

All of this is not simply to say that you should only post on certain networks. But what you talk about, or at least how you frame that message, will be different.

Consider this for ads you run, too.

One of the key differences in running a Facebook ad from a Google ad is where you’re hitting someone in the buying cycle.

Facebook ads can appear at any time as a user is scrolling down the news feed, depending on their interests, age, etc. That person may have recently posted about something similar to the ad’s content to trigger the ad, but not necessarily. The important thing is, that user may not be in a serious buying mind set yet, so the frame of the ad has to take that into account. Mentioning benefits and establishing rapport is especially important here.

Contrast that with a Google ad that a user will only ever see if they’re doing a deliberate search for that thing on Google. They’re actively seeking a solution to that problem. This is a bit different now because you don’t need to persuade the user of the importance of the product or service. Now the main selling points will be price, ratings, and how quickly it can be delivered.

But which social platform to run an ad on?

A good place to start is to consider the urgency of what you’re selling and where that audience tends to hang out. Also, of course, how much of the day they tend to spend there.

For instance, say it’s winter time and you offer emergency snow plowing services. This is a business-to-consumer service in many cases, and people tend to spend far more time on Facebook each day than they spend on Linkedin. So if you’re hoping your ad reaches them right now, as they’re panicking about the snow, Facebook is a safer bet because they’re more likely to be there, and it’s a platform more geared toward the average person.

If, however, you offer management consulting services, Linkedin may make more sense since hiring managers and C-level employees spend their time there for exactly these types of things.

Want some help tackling these kinds of decisions? We offer social media management services for all types of businesses, and can manage your advertising efficiently.