A Guide to Tailoring Content for Different Social Networking Sites

Living in an information economy means that regularly engaging via social media channels is a must for true success. Getting a feel for the differing personalities of social media sites like Facebook and Twitter is easier said than done, even in 2017. Even digital natives find themselves reevaluating the way they use their networks in an increasingly content-reliant digital landscape. Knowing how to address the varied audiences who follow your brand on each social media site can be key to targeting the right potential investors.




Facebook has enjoyed a surprisingly long time in the spotlight of social media, so your brand’s Facebook page deserves a thoughtful approach. Facebook has become increasingly popular for in-depth, family-oriented interaction as baby boomers have become familiar with the platform. First, you’ll want to make sure your brand’s most important information is on full display (since Facebook business pages offer so many options for contact, bio, customer engagement and geographic information). Constituents will visit your page for user reviews if you’re selling products/services and basic contact information like your phone number and physical address.

In addition to this vital section, Facebook allows the opportunity for image-rich dialogue. Be ready to share articles and interesting content accompanied by an attractive image. Better yet, create original video content and feature it on your page!




Despite consistently falling behind in the stock market, Twitter is somehow still relevant. The little blue birdhouse is home to numerous journalists (local, national and international) and is often the first place news breaks the surface of the internet. Most recently, President Donald Trump has popularized the platform with his “celebrity megaphone” Tweetstorms.

Twitter is the place people will go to check out your moment-by-moment updates. Often, these updates take the form of shared articles relevant to your brand or market and fun quips about what your company is up to. The key to succeeding on Twitter is to not overthink it; the 140 character limit exists for a reason.




LinkedIn has slowly but surely become known as the career-minded older cousin of Facebook. Even though the platform has been around since 2003, it has seen a good deal of recent success — especially among young professionals embarking on their first “real” job search. LinkedIn is a great space to show off just about anything that will make your brand shine. A LinkedIn profile is meant to be as “shiny” and impressive as possible, so it is essential for employees and clients to engage with your brand there.

Make sure all of the information on your brand’s Facebook page is also on its LinkedIn page. The two platforms operate similarly in terms of what posts and profiles allow; just make sure only professional language and impactful posts populate LinkedIn. Another great tip for LinkedIn users: demonstrate your networking ability by interacting with other professionals in your community. LinkedIn is a great place to improve public perception of your personal brand in addition to your company’s brand. Don’t be afraid to “endorse” colleagues for their skills or write them a recommendation. You never know who might return the favor!




Instagram, a subsidiary of Facebook, remains an important tool for brand promotion. After all, what is more powerful than an image? It is surprisingly tough to obtain success on the platform, though, which is why brands with Instagram accounts need to have a strategy in place.

Instagram is not the place people will come for detailed information about your brand, rather, they want to go to your page and get an immediate impression of your company’s aesthetic. That means posts need to loosely adhere to a particular theme or color scheme and photos need to be as high-resolution as possible. Words are important, too — make sure the appropriate people are tagged, a location is designated and your caption is boldly stated.


There are plenty of other social media sites to harness, but Facebook, Twitter, LinkedIn and Instagram are the big four. If you enjoy creative infographics, Pinterest is another great place for your brand to shine. If you and your colleagues share a lot of fun and spontaneous moments, consider opening a Snapchat account. Whatever your social media choices, be sure to have a strategy that takes into account your audience and the platform. Happy posting!