For many ecommerce businesses, social media integration is a hot topic. In fact, in addition to SEO, PPC, and a great website design, social media integration can be one of the most valuable techniques for attracting new customers. However, omni channel social media marketing is no longer the ‘in’ thing; the new trend is to saturate a variety of platforms through a multi channel approach, resulting in increased business exposure, access to wider demographics, and overall improved brand visibility and awareness.
The problem, of course, is that multi channel social media integration can be tricky to get right. On the one hand, we want to be able to use the statistics available to us to make sure we’re engaging with our audiences. Consider that more women use Pinterest, and more men use Twitter, for example. On the other hand, it is essential for businesses to be able to maintain a consistent message – always. Here at Mi Web Design, we believe that consistency is the secret to successful social media integration.
Multi Channel Consistency
Imagine everyone’s talking about that new bar around the corner. Like any good business, they have their own website; a professional-looking job that uses fancy language, discusses where the scallops are sourced from, and shows pictures of the perfectly-ironed tablecloths. Like any good business that knows about social media integration, they also have a Facebook page. The content here is a little darker, a little edgier, and talks about the new cocktails whipped up by the resident molecular mixologist.
The result? Complete confusion. What is this place? What’s the vibe? Who are the target audience?
Sadly, ‘questionable content’ like this is fairly common, and while it may help a business to diversify, it really doesn’t do much in terms of reputation. In fact, it could damage the brand-consumer relationship.
Finding the Right Balance
Successful social media integration is all about finding the right balance. While it’s a good idea — in fact, it’s essential — to tailor online content to different channels to ensure you’re appealing to the right people, in the right places, at the right times, it’s also important for your business to give off a consistent message. This means communicating the same overall values, no matter where your audience are.
Research shows that consistent brands are 20% more successful, so make sure that consistency is one of your primary considerations when it's time to explore social media integration in more detail.