I get this question often:
"We post the same content on all our social media. How should we properly optimize content on each platform?"
The key to answering this question is understanding how each platform’s stream algorithm and how they display different types of media.
Facebook’s edgerank algorithm favors pictures over other types of content. I encourage brands to post pictures with short messages that link through to landing pages. PostRocket is a great tool that helps with this.
Facebook is also good for conversation. It’s a great platform to ask questions on. Questions tend to get more engagement than statements do. This example from Starbucks illustrates how a question can generate greater engagement:
Twitter is a great platform for gaining audience and driving click-throughs. The way I encourage brands to think about twitter is based on their goals. With any tweet, is your goal for it to be shared or for it to drive a click-through? The goals are diametrically opposed and not optimizing for either results in neither sharing nor click-throughs.
If a brand wants to drive traffic, then their tweet should be a short teaser statement with a link. An example: “What are the top 10 secrets to great startups?”
The other option is to drive sharing. This means your statement should be a complete thought. Think about a great newspaper headline that gives you all the info you need. For example: “Secrets to great startups: focused mission, aligned team, smart founders.”
I also encourage brands to research and use hashtags.
Google+ is like a mashup of Facebook and Twitter. Posts display rich content like Facebook, but most content is displayed in a chronological order.
Google+ is the platform for conversations and they try to make this as easy as possible with post comments, separate circle audiences, and text and video hangouts. Remember how I said “most content is displayed in chronological order”? That is because Google will promote posts with high engagement so that users are staying fresh with recent conversations.
If you want to make a post standout, Google allows you to upload pictures up to 2048 px for free. High resolution photography stands out. Bolding text in the title of a post also helps attract eyes.
Just like twitter, I encourage using hashtags in Google+ posts. Google will also auto-generate relevant hashtags for you.
Know your goals. Post pictures on Facebook and Google+. Use teasers and links to drive click-throughs on Twitter. Conversations get highlighted in Google+.
These tips will help you get noticed and engage more deeply with your audience.