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How to Customize Your Firm’s Messaging Across Social Media

Lee hinge
Lee Frederiksen, Managing Partner, Strategist, and Growth Expert at Hinge

Just a decade ago, it was impossible to imagine the popularity and influence of social media sites today.  But these days, everyone is on social media – which makes creating a standout online presence for your firm even more difficult.

And although the social media space has become so saturated, that hasn’t diminished its importance. Social media is an essential lead generating tool.

In fact, recent research from The Hinge Research Institute showed that about 60 percent of prospective buyers check out professional services firms on social media before making a purchasing decision. This means that buyers are judging the quality and fit of a firm based on their social presence.

Now, this doesn’t mean that your firm should go out and join every social media site available so that you’re spending all of your time tweeting, pinning and ‘gramming.

On the contrary – not all social media networks are created equal. When deciding how to go about creating a strong social presence, professional services firms need to take into account the nuances of each platform and the different sets of audiences that come with each – and customize their messaging accordingly.

So, which social media networks should your firm be using? And how should you change your messaging based on the audience of each one? Since it varies from platform to platform, here are a few customization tips:

On LinkedIn

LinkedIn is the indisputable king of social networks for business professionals. Since LinkedIn is the most professional of the social media platforms, it’s ideal for sharing your firm’s thought leadership content and engaging with other industry professionals. You can connect with other members of your industry in LinkedIn Groups and increase your firm’s visibility. However, as great of a platform as LinkedIn is for professional connections, it’s not the best choice for sharing multimedia or getting too personal.

Do: Share your latest blog posts and promote your latest eBook.

Don’t: Post your weekly photos with your coworkers at happy hour

On Twitter

Thanks to the 140-character limit, Twitter is great for sharing short, easily digested information – including pictures, videos and links. Twitter users tend to scroll through their feed rather quickly, so eye-catching headlines and images that attract attention are the best way to make your mark on this fast-paced social media platform. While people on Twitter are ore open to connecting with strangers, don’t expect to have meaningful or long conversations. Keep it short and sweet.

Do: Promote your latest content and share quick-hitting tips, facts, and news.

Don’t: Tweet out your blog posts 140-characters at a time.

On Facebook

Most of your prospective buyers probably use Facebook for personal and social sharing. Because of this, Facebook is a more casual, laidback and personal network – which means your messaging can be, too. While it may not be the best place for your thought leadership content, Facebook is great for showing the personal side of your firm and engaging with your followers more directly.

Do: Share that photo of your team at your annual Christmas party.

Don’t: Constantly post about your latest eBook and services.

On YouTube

Along with other video platforms, YouTube is obviously ideal for hosting multimedia content. It’s the perfect platform for sharing your educational content and thought leadership videos. However, it’s not a social platform that allows for much direct connection to your followers. While YouTube may not be the place for conversations, it’s still a great network to build your video marketing repertoire.

Do: Share video content that reinforces your brand and drives traffic to your website.

Don’t: Expect to build relationships.

Having a strong social media presence is important, but it’s even more important to customize your content and messaging to the unique benefits that each platform provides.

By aligning your social sharing with the unspoken customs of each network, your firm can increase its social foothold and work to generate more leads — more new business.

Lee W. Frederiksen Ph.D.

Lee is Managing Partner at Hinge, the leading branding and marketing firm for the professional services. Hinge conducts groundbreaking research into high growth firms and offers a complete suite of services for firms that want to become more visible and grow.

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