How many social platforms have you advertised on?
Advertisers have broken ground on nearly every major social network – Facebook, Twitter, LinkedIn, Instagram, and soon Snapchat. While more ad-friendly social networks offer us a chance to reach larger and more diverse user-bases, we have to remember that with greater platform choice, comes greater responsibility.
While your overall messaging should remain consistent across channels, creating a cohesive campaign spanning social media channels requires more than just copy and pasting text, images, and targeting.
To run a multi-channel promotion that is truly optimized for each individual platform, consider how you can customize the various aspects of your campaigns. In particular, consider how you approach the following:
Campaign Goals and Measurement
Let’s begin with the end. Don’t stop after you’ve set overall campaign goals. Rather you should dig deeper to set specific sub-goals broken down and individually suited for the platforms on which your campaign will run.
These goals should vary by the type of KPI being measured, as well as the industry benchmarks you are measuring each goal against. For example, a KPI like conversion rate is ideal for Facebook, yet it cannot necessarily be measured with the same granularity on other platforms. Even something as uniform as CPC can be hard to standardize, as the factors that influence it (impressions, seed audience size, etc.) vary greatly.
Additionally, when setting goals consider quality and quantity. Know where you’re willing to pay more for quality impressions, clicks, or conversions, and gauge success accordingly. And if you are measuring for conversions or clicks across platforms, don’t forget to create unique tracking URLs and website pixels for each platform to properly attribute where your audience is coming from.
Tone and Voice
While the demographic breakdown of your audience can be controlled with targeting on almost every platform, the mindset of your audience cannot.
Take for example a 45 year old female user active on Facebook, Twitter, and LinkedIn. On Facebook, she’s likely engaging with family, friends, and entertaining editorial content. While over on Twitter, she’s scanning for breaking news and hunting for quick takeaways on pop culture. As for LinkedIn, she’s looking for ways to show off her professional prowess.
Now, consider a shoe brand looking to promote reach this user with information about their latest line of fall boots. While all of their efforts roll up under one larger “fall boots” campaign, the fall fashion guide link they post should reflect different copy and creative for each platform. A small title tweak, for example, can change the entire sentiment of an ad:
Facebook: “We’ve Fallen For These Boots This Season”
Twitter: “What’s got us #FallingForFall? We’ll give you one guess.”
LinkedIn: “If You Want to Be Taken Seriously, You Need a Serious Pair of Boots”
Monitoring Ongoing Campaigns
Once your campaigns have been launched, remember that user activity volume and timing again differs by platform. On Twitter and Facebook, use often spikes from midday to early afternoon on weekdays, while LinkedIn use increases around early evening. As such, advertisers may want to adjust the former campaigns around end-of-day, while waiting until the morning to tweak the latter.
Similarly, some platforms like LinkedIn require a lot less “weekend maintenance”, while others like Facebook remain a hotbed of activity 7 days a week.
Lastly, while monitoring your campaigns, don’t be afraid to re-allocate funds if a certain platform is performing better than another. This is social media after all – campaigns can be as fluid as you need them to be.
There’s no question that running campaigns across several platforms is more work when done correctly. However, a little extra effort can go a long way in making sure you’re delivering the most relevant experience possible to your audience. Set yourself up for success by understanding what you want to achieve on each platform, creating content geared toward those different audiences, and then monitoring and adjusting campaigns as needed.