Right messaging on social media is as important as using the right channel to spread it. Actually, it is wise to say that they are interdependent. Selecting the right communication channel for the right business and saying the right things on it, is something that we have been emphasizing during a long time. Right channel, right message coupled with the right timing is the core of any social media strategy.
In this social media universe where different tools and platforms are available, it is also a good idea to design different messaging on each of these channels to make the best use of the dynamics of each of them. With Twitter, Facebook, now Google+ and more, it is easy to confuse one with another and forget about the specific social strategy.
It would also work in your favour if your content distribution is in sync with the nature of business. We have also written about how to select the right social media platform earlier on our blog, meaning if the communication needs to be one to many audiences or you need to facilitate a conversation.
Mark Zuckerberg’s view of increase in social sharing
In order to communicate effectively on each platform and see that your content gets adequately distributed on Internet, it is good to understand the sharing habits of people. As clearly pointed out by Mark Zuckerberg in a recent press conference, it is interesting to notice the number of active users and the content they share. The amount of sharing per person is growing faster than the number of users. In 2004, users were sharing 1% of content (on Facebook). An aggregate of 4 billion things get shared every day, which is approximately twice as much as a year ago. And it is expected to increase in the coming years.
From this we can conclude that in the future, apps and content need to be designed to match and to make the best of this social sharing.
AOL and Nielsen Online content sharing report 2011
In their April 2011 report, “Content is the Fuel of the Social Web,” AOL and Nielsen Online gathered data from over 10,000 social media messages to analyze how people share content online.
A look at the findings:
From this, it’s clear to notice that most people share a URL to published content, in such cases a blog and Facebook combination works well. Also, Twitter can be used for sending out corporate news flash. When we look at the high sharability of embedded content, corporate blogs work to one’s advantage.
I found an infographic by SocialCast.com which highlights the use of different platforms to communicate different forms of messaging followed by top form of communication for businesses. The infographic ends with the names of a new companies who have got it right and are adequately communicating through different social media channels.
Take a look here: