WHAT IS HOOTSUITE?
Hootsuite is a social media marketing tool that allows you to manage content and publish posts.
Social media marketing tools allow you to post on different social media platforms from one place and distribute content without logging onto each individual app.
It’s a great tool for B2B brands, B2C, social media marketing managers, freelancers and personal brands.
The mistake I see being made is thinking you can just set up a Hootsuite account and the content you’re currently putting on one platform can now go to every single platform.
For many brands and individuals who get onto Hootsuite, they are probably very used to or well versed in a single platform where they do very well, and want to branch out to other platforms to promote a product or brand to wider audiences.
They might think with a tool they can simply share all the awesome content they’re sharing on their main platform and redistribute it to get similar results.
But that’s not exactly the case.
Especially for someone who’s new to using a social media marketing tool, they are probably excited to plug in and start dominating every platform.
I’m going to go over two things to keep in mind.
1. APPROACH EACH PLATFORM
Every platform has its own distinctive “culture”.
Twitter has its own culture, separate from LinkedIn and Facebook. Short written soundbites dominate Twitter. Its character limit, quick snarky style, and witty commentary make it one of the most popular forms of social media. Twitter for the most part is dominated by the written word.
Instagram and Pinterest are image based platforms. You can’t even post to those platforms without using pictures. And even these two visual based platforms have slightly different cultures.
Pinterest is very much more based on educational and informative content. People want to learn things on Pinterest, they want to see recipes, they want to see lists, they want to see infographics.
Instagram is known for being about being trendy and flashy. Showing off vacation, trips, outfits, etc. It’s certainly established a culture of flexing, bragging, and boasting.
LinkedIn is very corporate, more formal, and more buttoned up than other social media platforms. It’s the definition of “suitable for work”. The wisecrack you make on Twitter about politics or sex that gets 100 likes might not be as well received on LinkedIn.
Just something to keep in mind.
For example, Twitter is one of my main content outlets because it’s my biggest platform with over 15,000 followers on my main account and 1500 on my brand account. I’m very familiar with the platform and I can consistently write high quality tweets with good engagement.
However that doesn’t necessarily translate directly to Facebook.
It doesn’t necessarily translate directly to Instagram. It doesn’t necessarily translate directly to Pinterest.
Different platforms have different games being played and different languages being spoken.
A short and quick written quip might do well on Twitter but not as well on Facebook.
An image with a quote might do well on Instagram but not do as well on Pinterest.
Even from a more technical or tactical standpoint, things like hashtag usage, image sizes, length of text, and using links isn’t the same across different platforms.
You have to create content with the medium in mind.
2. FOCUS ON YOUR PRIMARY PLATFORMS FIRST, THEN REPURPOSE THE CONTENT
To make the best use of your Hootsuite, consider going platform by platform when you’re scheduling content into the future. Especially if you’re a one man show or a very small team, focus on your primary platforms that you create content for, then repurpose the content for other platforms.
When I’m publishing content for my brand, I typically focus on my primary platforms I publish content to – Twitter and Instagram.
For example, after I finish scheduling some tweets, I’ll take that same written content and see how it can best be repurposed to use on Facebook and Instagram.
THINGS TO THINK ABOUT WHEN REPURPOSING CONTENT:
Can I cross-post this ‘as is’ to other platforms? If not, what do I need to change?
Does this content need to be reformatted? (Cropping pictures, resizing, video lengths, editing copy, etc)
Turning video content from places like YouTube into podcasts.
Turning podcasts into YouTube videos.
Using emails or blogs for tweet threads.
Using emails to come up with blog or video ideas (the basis of my article on How To Grow Your Twitter in 2019 was created from a series of multiple emails I had sent to my email subscribers)
- Can I use this blog post idea for a video?
- Can I use this video content to help write a blog?
- Does this text translate well to an image caption or being overlayed on top of an image?
- Can I turn this text into a graphic or infographic?
Another great way to come up with content ideas is to make content based on questions or comments from your followers/subscribers/online network.
Frequently asked questions or common topics are great subjects for basing content on.
Hootsuite is a great tool for allowing you to distribute content among multiple channels and can be a very powerful tool. What you want to avoid is lazily thinking that you can post one piece of content as is on every media channel you have without some consideration.
Please comment below if you use a social media tool to help you publish and schedule content and let me know which one you use!
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