It may seem easy and convenient to use one of the many services out there that will automatically take your updates and post them to both Facebook and Twitter. But managing social media channels means that you should have distinct goals and strategies for each platform because each service is notably different. Here are a few good reasons why you shouldn’t cross-post on Facebook and Twitter:
- The platforms are different. With its 140-character limit, Twitter is short and sweet. People expect timely links and comments, want to see hashtags, and often disregard tweets that trail off (…) because they are longer than the limit. Twitter users expect to see tweets from your handle often, many times a day. Facebook fans expect longer, more detailed posts and don’t mind less timely updates. They don’t want to see hashtags since they are not useable on Facebook and they will balk at frequent posts. With platforms this different, it makes sense to craft individual, timely messages for each.
- The audiences are different. The same people who like your page on Facebook are not the same people who follow you on Twitter. There may be some cross-over, but most people prefer one platform over the other or use the platforms for different reasons. Different audiences have different expectations and require different messages.
- There’s no value added. There are of course some people who follow you on both platforms and those people are receiving the exact same information on both accounts. There is no incentive or differentiator for these people to follow both accounts. One survey indicated that Twitter users are less likely to click a link that leads them to Facebook (Socialbrite). When there is an occasion to share the same information on both platforms, be sure to craft each message differently, creating a short post using hashtags on Twitter and creating a separate update on Facebook that offers more information, a link or a photo.
- It isn’t social. Social media is supposed to be just that – social. Broadcasting your message rather than engaging your audience the way they expect to be engaged on a medium is missing the mark. People following your social channels or those who discover one channel after already liking the other channel will see you are repeating all the same content.