Cross-link your social media channels for maximum impact


Brands that are newly exposed to social media more often than not obsess about their “likeability”on these social channels. This leads to them sharing updates that are neither relevant nor useful to their target market (yes, I am talking about the ones with the cute kittens and the baby pictures). It is important for brands that are just starting out on social media to not approach every channel as a separate entity, and convey different stories on different channels. Instead, B2B brands must ensure that every social media channel, be it Facebook, Instagram, Pinterest, Twitter etc, must convey a message which is consistent at all levels. This can be done by cross-linking and synchronizing social media activities in such a manner that the synergies created result in highly impactful marketing campaigns.

Why should I cross-link my social media efforts?

Let us consider a Facebook page called Bob’s Hardware Store which shares updates on baseball and soccer in order to attract the attention of their target market. The Twitter handle of the same company has a few retweets from other hardware stores, the corporate blog features posts about the company’s newest branches and they have hardly any presence or activity on other social media channels. A person who is looking for hardware solutions or is looking to learn more about Bob’s hardware store will be thoroughly confused as soon as he goes through all of the company’s social media channels and as a result will dismiss the company as one that lacks clarity on its brand message. This is why it is absolutely essential for companies to have a very clear story told using different channels at its disposal, while maintaining consistency and clarity.

How can I link my efforts across social media channels?

Cross-linking essentially means that you use one social media channel to promote your activities on another. Here are a few ways in which you can harmonize and link your social media activities across channels:

  • Conduct a Twitter contest and use your Facebook page to create awareness and buzz around it
  • If you’re conducting an event, then cover the event as a series of blog posts and use Facebook , Twitter and Google+ to promote it and garner discussions around it
  • Presentation decks from events can be uploaded on Slideshare and can be used to have interactions with channel influencers
  • If you’re conducting a webinar, then use your Facebook page to get registrations for the webinar
  • Convert your blog posts into a series of Tweets
  • Have integrations for social profiles on your website. They’re mostly free and allow users to follow your discussions on channels of their choice.

The rule here is simple-Keep the message consistent, but communicate it in a tone and a manner that is reflective of the channel and its audience. There is a temptation for marketers to sometimes blindly copy and paste messages from one channel to the other. This practice is a strict no-no! While linking the social media efforts cross-channel, it is extremely important for marketers to keep in mind that although they are communicating the same message, they are using different mediums to do so and that each channel has a unique identity and should be approached in a separate manner. As a marketer, this strategy enables you to save time, and create efficient and impactful marketing campaigns.

What do you think about cross-linking social media efforts? Let us know your views in the comments below.


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