One of the most common questions we get asked by clients is whether they can implement a social media campaign created for one social network site across other sites in exactly the same form. In an ideal world this would be the case, but unfortunately in the real world of social networks it simply won’t work.
As with any industry, each business that forms it varies – they appeal to diverse demographics, offer a different type of product and invariably form a unique brand identity and culture. Exactly the same principles apply to the world of social networking. Each site has its own ethos and way of communicating – an effectively designed campaign for one site would often be completely inappropriate for inclusion in another.
Successful campaigns need to take into account and understand who the site members are and how they behave, their motivations and desires, ultimately ensuring that they match these up with their marketing messages and whatever it is that this audience is required to do in order to get involved with the promotion.
In short, brands need to view each social network as a separate entity and ensure they fit in with the traditions of the site in question. Just as you wouldn’t give the same flavour ice-cream to every individual that came into your shop, each version of one particular campaign will need to be adjusted for every individual site on which you choose to market.
