Delivering Your Company’s Marketing Message on Social Media

Social media is an essential part of any effective marketing campaign. According to Pew Research, 62 percent of American adults use Facebook, 26 percent use Pinterest, 24 percent use Instagram, 22 percent use LinkedIn and 20 percent use Twitter.

Delivering Your Company's Marketing Message on Social Media

With this proportion of your target market on social media, your business can’t afford not to have a social media marketing presence. Here are some strategies to make sure you get your marketing message delivered on social media across multiple channels.

Cross-Channel Considerations

When delivering your message across multiple social media channels, it’s important to realize that all of the channels contribute to a total experience of customer engagement with your brand. According to Google vice president of display advertising Neil Mohan, 90 percent of consumers start their experience of interacting with your brand on one device and finish on another. This means you need to use responsive design on your website that adapts to the screen size and browser of different devices, including smartphones, tablets and desktops.

It also means that your marketing campaigns should deliver a consistent message to users on different devices. For instance, Rooms To Go created a separate domain name to market its app so that it could be responsively customized to keep its branding look consistent across all websites and social platforms.


When marketing on different social channels, you will get the best results if you follow each platform’s best practices. For instance, Facebook videos have now overtaken photos as the most-engaging type of content on Facebook. According to Socialbakers research, 27 percent of videos on Facebook get promoted, compared to 17 percent for photos. Videos also encompass an average organic reach of 135 percent more than photos. Moreover, Facebook native videos perform four times better on Facebook than other video formats, such as YouTube, according to Quintly research.

However, photos remain the most-posted type of content on Facebook, so a complete Facebook marketing campaign should include both types of content. Videos, photo memes and sponsored videos and articles are a few ways to get your message across on Facebook.


On Pinterest, users customize the arrangement of content on their pinboards to reflect their personal tastes and interests. This personalized touch makes pins powerful marketing tools. Piqora research states that pins are 100 times more viral than tweets.

Pinterest claims that the best-performing pins are beautiful, interesting and actionable. To optimize your results, Pinterest recommends that accompanying descriptions should include helpful details and keywords that express a positive sentiment and give the reader something to do. When using videos, Pinterest recommends keeping them to about 50 frames, 10 of which display on user feeds.


Twitter’s distinctive characteristic is its short-message format, which defines the marketing strategies that perform well on it. Twitter’s internal research has found that the content that generates the highest rate of retweets is photos. Other content that yields high retweet rates includes videos, quotes, statistics and tweets with hashtags.

One way to get the most out of tweets is to use Twitter’s chat feature, reports Sprout Social. Posting Tweets that ask followers to respond sparks conversations and encourages the viral distribution of your content. For instance, if you post a photo with a statistic saying how many people expressed a particular opinion on a topic, then you can include a text caption that asks readers to share whether they agree or disagree.

About Missy Ward

Missy Ward has been in affiliate marketing since 1999. She is the Co-Founder of Affiliate Summit, FeedFront Magazine,,; the Co-Publisher of, Founder of and manages many of her own affiliate sites. Visit her affiliate marketing blog at

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