Most people and businesses in the social media world manage profiles on multiple sites. Each platform requires time and effort to keep updated and to stay engaged, which can be overwhelming, especially for new users. When developing your social media strategy there are a couple of things to keep in mind.

Social media is an excellent way to communicate with clients and partners; however different platforms have different etiquette rules and means of communication. Twitter for example is very casual and social. Each message has a character limit, and there are symbols and lingo unique to the platform. Twitter is meant to run as a constant conversation. To keep your name in people’s minds, you need multiple daily updates.

LinkedIn, on the other hand, is built for professionals. Most users are professionals using the platform for networking with business connections. They appreciate more formal messages and a much slower updates. If you were to update LinkedIn at the speed of Twitter, you would greatly annoy your connections by clogging their network updates.

Facebook has a variety of users. The original users were all college students, and a great many people still use it as their social profile, and less for business. Many companies, however, do have professional pages. Facebook has a feed that seems to get updates around the pace of LinkedIn, but often on a more casual scale. The same concept applies; you don’t want to clog connections’ feeds. In fact, if you update too often and people stop paying attention, your feed will lose its “edge rank”, meaning you become irrelevant and unseen, no matter how much you post.

When you remember the differences in platforms, you can see why we dissuade people from updating all profiles from one account. You run the risk of missing the culture of the platform in language and frequency. That doesn’t mean however, that updating social media needs to take three times as long.  One useful tip is to take advantage of the scheduling features on Hootsuite, Tweetdeck or Splashcube. Since Twitter requires the most frequent updates, schedule a couple posts to go out throughout the morning. Then pull the most significant pieces of information, and create quick Facebook/LinkedIn messages to send out. After lunch, follow a similar routine. This will help keep you stay organized, allow you to distribute new information that arises during the day, and help keep you in tune with the social media platforms you are using.