The right content is twice as effective when it is “found” by the people who are likely to be most influenced by it. This is where the right social promotion strategy can play a role. LinkedIn or Twitter or both – the need is to find the right mix of channels, the best place to find your target customers, the appropriate messaging and the right frequency of posting and then executing rigorously.
Each channel offers a different opportunity – Twitter is the place for instant updates and content sharing, the LinkedIn company page is your own little presence within LinkedIn where you can showcase your own content or events and LinkedIn groups are possibly the best place to engage with a motivated group of your target customers.
The social promotion strategy is not static but rather has to fit the objectives of the moment and to be appropriate for the content being promoted. Ongoing tweaks based on channel effectiveness are mandatory.