Welcome to 2014! We are almost half way through the year and already major changes are occurring in the social media world. Facebook has updated their news feed algorithm, LinkedIn has removed their Products & Services tab, Google + has emerged as a major platform in the social media world, and recently the layout for Twitter profiles has changed.
These changes had us at IGM thinking, while everything is changing it is becoming more and more the same. Looking at a Facebook page, Twitter profile, Google + page and LinkedIn page at the same time there is a common theme. These social media platforms are moving to a more generic profile page that can create monotony for businesses if used incorrectly.
The Generic Profile
After reviewing these pages, IGM noticed the common theme: A profile thumbnail picture, a banner area, an about section directly under these, and finally the postings fill the rest of the page. Although the sizing and information for these areas may be slightly different, they still are performing the same purpose.
The profile thumbnail image is used as the brand identifier to visitors that they have arrived at the correct company page. A banner image is a great place for highlighting a new product or service, the culture of the company, or a creative image of the industry for each particular business. The about section has similar tabs of general and basic information about the company with a brief description, company contact information and hours of operations.
Using the variety of sections on each social media profile is important for a business to optimize the productivity of their efforts. These sections allow a visitor to essentially look through the company’s “digital storefront” to determine if they want to interact with these businesses.
The growing majority of people are doing their research about a particular company or a
product online, thrusting social media into an increasingly larger role in the buying funnel.
These digital storefronts can become a company’s best friend or worst enemy. If setup correctly it can create a welcoming party for the visitor that is comforting, enjoyable, and enticing. However, if done incorrectly it can deter visitors from following the company on these platforms, which can close off a touch point in the sales process.
Understanding each social media platform and the benefits for a business they create is a key factor when designing a profile. Each social media platform has a different type of interaction; i.e. LinkedIn is for business connections, Twitter is a microblogging site for news and updates, etc. they all perform different tasks within the social world.
Keeping the ideologies of these platforms in mind, the profiles should have the same message while targeting the different demographics of each channel.
Some of a business’ social media community may “Like” the company page on Facebook, and “Follow” them on Twitter, but they do not want to see the same exact message on each platform. They are engaged with the different social media platforms so they can receive all the different types of media a business has to offer.
By repeating the same message on each platform, a business is ultimately discouraging potential customers to join them on every possible touch point.
Social media is changing on a constant basis, but the more it changes, the more it becomes the same. The benefit of having similar profiles on the major social media platforms creates ease for businesses to interchange media without the headache of different formats.
Facebook could have one banner image promoting the culture that is designed differently from the Twitter banner image. These images can then be swapped to keep the content fresh on both platforms without having to generate all new images.
While change is the only constant, these changes are beneficial for businesses updating their social media pages. The key takeaway from these changes is to keep the same message, but alter the look and feel to create a distinctive relationship that is unique to each platform.
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About IGM Creative Group
IGM Creative Group provides advertising solutions, marketing strategy and web development for Fortune 500, mid-market and small businesses.
166 Main Street, Suite 202, Lincoln Park, NJ, 07035.
Contact by phone at 973-709-1126
Send an email to email@example.com