Managing social media, for yourself or your clients, can be tough. It can be even tougher when you manage several profiles across multiple social media platforms. It's sometimes a challenge to determine what type of post will work with each social media platform, as each one has unique demographics, algorithms, and hashtags. In addition, different types of people use each network, which is why it is important to tailor your message to each group.

Here are some facts about social media to consider:

  • The population of the world was 7.7 billion as of April 2019. Facebook currently has 2.45 billion users as of the third quarter of 2019. That is more than a quarter of the people on the planet. 
  • Since 2019, nearly 90 percent of businesses have used social media marketing.
  • According to Pew Research Center, seven out of every ten Americans use some form of social media.

From the numbers alone, it's easy to see why it's important to have a solid social media presence for your company. However, tailoring your posts to each social network is also important. There are two main benefits of adjusting your content for each social media platform. First, adjusting your posts based on the platform it is going to be used for will make each post as organic as possible with its message. Second, you will impress both your clients and the brand that you are working for by altering your posts. Sending the same message to each social media platform is very entry level, and you can do much more than that with the right plan in place. 

Types of Social Media Content for Each Platform

The most important thing to realize when it comes to social media marketing is that what works on one platform may not always work on another. The best strategy is to adjust each post according to the demographics, style, and nature of each of the networks. 

Learn about each of the social media platforms and what they offer. When you are ready to create a post, think about each platform as a unique delivery mechanism, and try to avoid posting the exact same message on all social channels. Each channel is different and has its own pros and cons. See below to find unique differences between these channels and how to plan your content accordingly.


Facebook is the most popular social network. It offers the most brand competition and because of this, strategies are more difficult to get right. Facebook users are looking for value and entertainment. They are in a friends and family mindset when viewing your content. Feel free to give some back story to the posts you make on Facebook, as you have freedom with the length of the text.


Most people use Twitter as a quick way to learn about what is going on right now. They want quick tips, news, and interesting articles. Posting the same update more than once is an option on Twitter as the updates move quickly. Twitter is also a great platform for customer service. It is essential, if you are using Twitter for customer service, that you interact with your clients and answer any questions about the services and goods your company provides. This requires regularly checking to see if anyone mentions you or replies to your tweets. It's very fast-paced, so think about the kinds of audiences who will be on Twitter when planning your content.


Creative people love Pinterest, which is why it's important to create posts that offer great images and instructions. Create boards that center around some of the core topics that are associated with your company. Expand on these as you find more topics that your consumers may be interested in. Pinterest offers great opportunities to partner with other aligning companies to create boards that compliment each business. It's a very visual platform and the expectation is that posts are very creative and colorful. 


Similar to Pinterest, Instagram is a visual network. It also offers a chance to add videos and special effects. Make sure that your posts offer quality images that are related to your brand. Create a tone and visual personality that matches your brand. Use filters and effects consistently on photos to create a look and feel that your followers will expect. Think about your image posts in series of nine, as this is how your posts will show up when someone navigates to your profile. Share experiences about your brand on Instagram. People love to see "behind the scenes" or rare photos of people at work doing interesting things. Be creative!


It's no surprise this social media network is focused on business, but the use of this platform to target professionals has become second to none. On this platform, you can create content that is unique to a certain sub-field of your industry and target just them, if you choose. Remember, people on LinkedIn are in a business or job-searching mindset, so keep it professional. Educational articles go a long way in generating engagement, and video how-tos have proven successful. Sharing articles in industry groups is a great way to get your content noticed if you're targeting a certain industry. 

Managing social media accounts for your business can be a large and daunting task. If you are seeking more strategies, or even just simple help with your social media marketing plan, Ironmark is here to help you get more engagement and impact from your social media efforts. 

let's talk digital (marketing)!

Written by Chris McCready

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