Social Networks are becoming increasingly specialized. Considering we’re not all marketing managers, it’s important to recognize which networks you should be focusing on. With so many choices, limiting yourself can often be seen as reducing our opportunity to connect with potential customers. This is untrue. Most of your potential followers exist across multiple channels. They use these networks at different times and for different purposes. What you’ll need to consider when you’re budgeting your time is where your potentials will be most receptive to your message.

Another very notable consideration is how best you should manage distributing messages throughout your networks AND which networks to put them out on. Using a quality social media dashboard can be an excellent start, but which networks should you combine for the best effect?

HubSpot recently published a fantastic eBook focusing on where companies in different industries should focus their time with social media (infographic below). Further, we’ll explore what types of content are right for your various channels.

What are your Facebook friends interested in?

By following your profile, they want to know what you’re doing, what you’re interested in, what you’re following and where you are. Facebook is an inherently personal social network in this sense. However, if we’re talking about the followers of your Fan page this changes very markedly. Facebook “followers” rather than friends are here for news, links and media. It should be personal in the same sense, but personally about the company or the product in question. Remember, we’re always looking to add value to a Fan Page.

Value should always be added value. If you’ve recently hired a new graphic designer, promoting their work on your advertising campaign is fantastic, you might even look back at some of their previous work. But try to steer clear of telling the world about their relationship updates.

What do your Twitter followers care about?

Pretty much everything. One of the beautiful things about twitter is that you can tailor your message to a specific audience within your network by employing @person and #hastags marks on your tweets. Twitter is also the most universally incorporated into marketing campaigns because of it’s ability to spread messages rapidly.

Who’s using LinkedIn and why?

Your LinkedIn profile is very much about you personally and your status in a professional capacity. This is not the place for sharing information about your weekend (unless you were at a major conference or networking event). It is however, a good opportunity for promoting changes within your company and the emergence of B2B partnerships. Spruiking others is very important on LinkedIn, best illustrated by the recommendations section.

Your Blog + Your Networks

Your company blog is an important channel for feeding your extended network. Blog posts vary considerably depending on their content, the time it takes to write them and various other factors relating to the message being conveyed. The message you send out across your networks promoting your blog is not always the same. Similarly, not every blog post should be promoted universally across your extended network.

A blog post containing news about your company’s new partnership with another in the same industry should go straight to Twitter universally. However, corporate news isn’t necessarily valuable to your Facebook following. Your corporate blog feed should probably be displayed on your LinkedIn profile so this information will also be displayed here.

Which networks should be sending out your messages?

The first column here illustrates where the message originated. The subsequent ones suggest whether that message is appropriate for the other networks.

Social Media Sharing across networks

By now you’ve likely noticed that there are a few “Maybe” suggestions here. The message could be appropriate for these networks, however this is likely not always the case. Promoting this particular content here might be appropriate once in a while but is not always necessary. Remember, accurately assessing what your followers want in this network is the key. Don’t forget that you might be able to access the same people on another network.