If you’re using social media for marketing, chances are you’re not limiting yourself to just one social network. Facebook and Twitter are the most popular, but other networks, like Google+, LinkedIn, Pinterest, YouTube, and several others also have large followings. With so many networks to choose from, many brands have trouble presenting a unified message across all channels. We don’t want you to fall into that trap, and we’d like to help.

What you want to strive for when working on several social media networks is cohesion. In other words, you want to present a unified identity across the different media you use. There are several ways to do this, covering both online and offline communications. In this post, however, we’re only focusing on a few ways to present a cohesive message on social media.

  • Use the same profile picture or branding across networks One thing most social networks have in common is a profile picture which shows up near the top of your page, and beside your updates, comments, and other posts. Whether you use a logo, a headshot, or some other image, make sure that this picture contains the same branding, whatever network you’re on. This makes it easy for your audience to recognize your posts, no matter which network they see them on.
  • Give your profiles a common theme Using a combination of background image, cover photo, and color palette, you can create a coherent look across social networks, even if you don’t use the exact same images across all of them. Coca-Cola, for example, does a good job with this, ensuring that visitors know they’re connecting with the same brand, no matter where they are. Check out their Facebook, Twitter, and Google+ pages.
  • Post updates on all networks We’re not talking about the overall message (though that’s really important, too), but rather, the updates that you don’t want your fans and followers to miss. Most people favor certain networks over others, and might miss out on your updates if you only share them on one network. When you have important news to share, share it on different networks, so nobody misses out. This isn’t to say every Tweet should be represented also on your Facebook Page. In fact, it shouldn’t. However, major blog posts or announcements should be shared on your different channels as appropriate.
  • Most importantly, know your brand’s voice This is the most abstract of all the tips we’re sharing here, but it is probably the most powerful. Ask yourself what, exactly, your brand stands for. What is your mission? What drives you and your brand? What principles do you stand for? In our case, we certainly talk about our services, but we also want to contribute to our customers by creating educational content and sharing content from other sources that we think would be valuable to our customers and prospects. This sets a tone that is brought through to our social media posts.

When you know what is important to you and your brand, then you can start spreading that message to your audience. Everything you say should revolve around this. The images you share, the stories you tell, the personality you exude – all of these things are rooted in the core beliefs of your brand.




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