Marketing 360: The Different Voices of Social Media

How to Maintain Your Brand Across Multiple Social Networks

Whether B2B companies should be, or can be, on multiple social networks is a different story, but as a spoiler alert there are companies who have already done it successfully. Take Maersk Line for example (that’s right, the shipping company). They’ve won awards in the past for their successful social media activities, and I promise you the life sciences are more interesting than shipping containers (sorry, Maersk)!

If your company is considering expanding your brand presence onto various social media platforms (i.e., Facebook, Twitter, Instagram, LinkedIn, etc.), how should these company pages be differentiated?

Keep in mind, we are NOT referring to paid advertisements; we’re specifically speaking to sharing news, sharing content, engaging customers, and so forth. I know what you’re thinking, though: can’t we simply start an account with each social media outlet and share each post across all outlets? Let’s get direct: No… well, you could, but you shouldn’t.

In essence, you want your customers to engage with your brand in as many different ways as possible, and if each of your social media networks is posting the exact same content, what’s the point of anyone subscribing to more than one? At the same time, if you stick to just one outlet you’re missing out on branding opportunities. Of course there will be occasional crossover of shared content, but if nothing else be deliberate with your brand’s voice on each social network to simultaneously match the network style, and your brand.

To cut to the chase, each social network has its own tone and personality, and as a result, each caters to content differently. Below is a breakdown of how to most effectively use (the largest) social networks.