The VPM Blog

Social Media Marketing Strategies: There’s No Universal Answer

Posted by Addi Rogers on Nov 6, 2014 9:19:00 AM

How do I get more followers? How do I get people to discover me? How do I get on the first page of Google? What’s the secret? What’s the formula?
Here it is. Are you ready?
There isn’t one.

Part 1:

I can’t tell you how many people we’ve seen walk in (and out) of Verge Pipe Media wondering what they’re doing wrong in regards to their social media marketing strategies. Example conversation below:

Potential Client: “I just don’t get it. I post on Facebook, Twitter, Pinterest, Instagram, LinkedIn, Google+, MySpace, and Xanga every day.”

Verge Pipe Media: “Xanga? What the hell?”

Okay, we don’t actually say that. But you get the point.

Come to find out, said Potential Client is posting the same content on all of their accounts. Bingo. That’s the problem. See, you could have an account on every platform that’s ever existed, but if you’re not posting the right stuff, it doesn’t mean jack squat.

If you don’t read anything else in this blog post, read this: Every platform has its own unique algorithm. Each platform is extremely different. If you don’t tailor your content to the platform you’re posting on, you will not see success.

Bottom line.

Part 2:


Don’t worry, I’m not going to leave you in the dark to figure out what kind of content to post where. Here’s a breakdown of social media personality types to help you understand how to tailor your content and maximize your social media reach.

Facebook – The Storytelling Grandparent

I don’t know about you, but my grandparents tell great stories. It never fails at family reunions, the stories start, and they go on all night. That’s Facebook. Facebook is a storytelling platform. It is your chance to engage with followers, to share funny stories and great pictures. Facebook allows you to show your brand’s personality more than you can on Twitter or LinkedIn.

Twitter – That Pretentious Guy Who Read Too Much News

You know that person who’s always in the know when it comes to what’s going on in the world? That’s Twitter. If you have important news that you want to share, it’s the platform you need to use. People use Twitter for popular articles, breaking news and the occasional funny update. They say it’s a lot harder to write meaningful content in 140 characters than it is to write it in 1,000, and there’s a lot of truth to that. Make sure what you’re tweeting is relevant and easily consumable.

LinkedIn – The 24/7 Professional

I have mad respect for the type of people who remain professional 24/7. The ones who are wearing a freshly ironed pant-suite every time you see them, and you start wondering if they actually sleep in pant-suites. That’s LinkedIn. No fooling around, no funny memes – LinkedIn is for sharing meaningful, well-researched content and connecting with other professionals. Posting a funny YouTube video on LinkedIn is equivalent to wearing elastic, Tweety Bird sweatpants to a job fair. Just don’t.

Pinterest – The DIY Mom

You get home from school and your mom’s like “Honey, I made paleo-friendly, pumpkin shaped rice krispy treats with vegan M&M’s for eyes, if you’re hungry!” That’s Pinterest. Use Pinterest to inspire and be inspired. If you’re a blogger, Pinterest is a great way to bring traffic to your site. Post visually satisfying pictures that direct readers to your blog to gain exposure.

Instagram – Spirited, Wander-Lusting Hipster

This is Instagram. Instagram is the best outlet to show what’s going on behind the scenes of your brand. It’s a creative way to give followers a taste of your company’s culture and show them that you do more than just work.


It might seem like a lot of work tailoring your content to each channel, but think about all of the different personalities I just used to describe each platform. If you want success, spend a little extra time creating platform specific content. Believe me, it’ll be worth it.


Create Lovable Marketing CTA


photo credit: lumaxart via photopin cc

Topics: Social Media Strategy, Social Media

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