As social media marketing has become more popular and important within the marketing, both for SMEs and multi-national businesses, more users of one or more social networks are syncing their accounts. But should they?

Within the JE Consulting blogs, we have often said that there is no right or wrong way in which to operate your social media marketing campaign, after all what works for one business won’t necessarily work for another within the same industry – and syncing social networking accounts certainly falls into this category.

Why You Should Sync:

There are a number of businesses and individuals who sync their Facebook to their Twitter, their Twitter to their Facebook, and their Twitter to their LinkedIn – enabling them to reach the largest amount of connections via each major platform, in the shortest amount of time.

Time is often the principal reason behind businesses and professional individuals synchronising their social media platforms; after all it allows them to share a link to their latest blog or share important information on each platform without logging in and out.

With a few clicks of their mouse and a quick type, an update promoting their new blog on industry specific news can be shared with their followers on Twitter, their friends on Facebook and their connections on LinkedIn; allowing them to concentrate on other areas of the business or online marketing strategy.

Why You Shouldn’t Sync:

Synchronising your accounts may seem like a time saving idea – and it may have worked for you in the past – but by avoiding the synchronising button on each platform, and instead taking the time to log in and out of each platform individually, you could see greater results from the messages you are sharing.

Whilst time and reach are often the principal reasons behind the pros of account syncing, your audience and platforms should be the reasons you opt to manually update each profile.

On each platform, it is more than likely you’ll be reaching out to a different demographic – for example LinkedIn is a great tool for business-to-business communication and promotion; whilst Twitter is ideal for business-to-consumer interaction and engagement; and as such the updates you provide should be tailored to the audience on that platform.

As a rule of thumb, personal Twitter accounts should not be synced to your LinkedIn profile; even if you use your personal Twitter account to post work related updates; after all a generic sync between Twitter and LinkedIn will see every Twitter update you post added to your LinkedIn timeline, including those where you’re moaning about Monday mornings, the performance of a sports team or counting down to the weekend – the tweets which should be kept out of the work domain.

Along with the audience on each platform being different, the platforms themselves offer those engaging in social media marketing different ways in which to spread their messages.

Twitter for example, allows the use of hash-tags (i.e. #socialmediamarketing) which acts as a search function. Those searching for #socialmediamarketing are more likely to come across your tweet, whilst you are also able to click on the hash-tag to find tweets about the same subject and other users who are tweeting about the subject.

However, whilst #socialmediamarketing will make sense within a 140-character update on Twitter, within your Facebook or LinkedIn updates it will look out of place, messy and serve no function. It also has the power to turn users who do not understand Twitter but use other platforms, away from your profile.

As social media marketing continues to grow and expand, so do the expectations of the audience on each platform; and as such if you want to ensure your campaign is a success, you should take the time to understand your audience and tailor the updates to suit them – and not just opt for the most convenient option.

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Categories: Blog