In an E-commerce market where time is money, being able to synchronise your main social media profiles can bring some much needed efficiency to your operations. However that does not necessarily have to mean that you are also compromising the quality or directness of the message you are trying to get across.

As the majority of people are now aware, Social Media (especially for business) does not come free nowadays. Moneywise..maybe but timewise most definitely NOT. A number of statistics have shown that the majority of people – due to time mainly – tend to engage on 1 or 2 social media platforms and hen simply visit their other accounts on an somewhat irregular basis. Whilst it is important to be active on as many Social media platforms as possible, it is equally important to maintain your level of quality. Whether that be it in your posts, customer service or response rate.

There are often many debates blog and discussions as to whether it is beneficial to a company to have all accounts linked. Some argue that quality suffers dramatically whilst others note that it saves time. We have hence chosen to offer an “All Inclusive” summary below of what the best way is to Link your accounts without compromising on the quality of your posts, tweets or statuses.

Be Consistent

It is very important to be consistent (Some may also add concise especially on Twitter) on all your Social media outlets, no matter which ones you choose. We would strongly advise Facebook and Twitter as benchmarks and then according to your Brand, Product or Service making use of Snapchat,LinkedIn,Pinterest and Instagram. Convey your message about your your product or service in a professional way, targeting the correct audience on each channel and making sure your messages are posted at optimised times.

Use a Social Media Management tool

How do you juggle and manage the many hats you need to wear in order to manage all your Social Media accounts? Scheduling, Sharing ,Curating content, engaging with followers and local community, re-posting, sharing others’ content, community engagement…the list is truly endless.

The only way to effectively manage social media at scale is with the use of social media management tools that can improve your efficiency, and over time get you better results. Many of them have similar features, however they are all different in terms of the best way to use them. Choose the ones that specifically fit your company’s needs and give them a go.

We would propose: Hootsuite, Bit.Ly, SproutSocial and Buffer as the main ones to have a go but feel free to recommend any others that may work out for you or your brand.

Curate your content per channel

Another major factor to consider is where and how to post. Using a Social Media Management tool as mentioned above, can be time-saving and very useful, it can however have a major impact on the quality and effectiveness of your posts. Yes, syncing all three platforms can save you time on a day-to-day basis. Yet, as mentioned beforehand, everyone goes on to each platform for different reasons and communicates on each in a variety of ways. If you’re sending a message that’s been crafted for a LinkedIn audience of professionals seeking work, then it’s unlikely to interest a Facebook audience looking for cat memes and a Twitter audience wanting to keep abreast of the latest trending news.Curate your content carefully per channel and target your audience specifically per post or status as each may have a different impact on each Social media platform.


Engage Locally & in your industry

Make sure to engage locally as well as within your industry regularly. Whilst a boost or a Like might suffice on Facebook (via your company page), Twitter, needs regular checks, likes, retweets and commenting. What is more, LinkedIn accounts also benefit from regular interaction whether that be congratulating someone on a new post or achievement, liking a post or offering constructive comments in a post. All of the above can be done via your social media management system (most also offer Apps for easier management on ones mobile) although some accounts may simply be easier to manage directly via your mobile phone at regular intervals.

Delegate functions per channel 

If there are more than 1 of you managing the best (or even 1 for that matter), it may be better to also delegate specific functions to specific pages. For example if you do not have easy access to your Twitter account, then simply make sure all customer queries are managed through your Facebook page (here you could also add a widget for direct messages to be forwarded to your email address). In the same way, a Twitter #Hashtag could be created  It is crucial that responses, queries and complaints are dealt with swiftly and in a professional manner so organising the functions each platform can offer can be time-saving and offer a unique – customised – customer service experience.

Information sharing

Last but not least, be careful as to the personal information shared on these pages as well as how it matches with all accounts. Even if you don’t use the same, or similar, user names and passwords across your social networks (something a lot of people do), sharing information across different networks invites phishing, which could lead to a wide variety of problems.

If someone hacks one of your accounts, they would be able to hack all of them and be able to get all sorts of sensitive information about you that could be used to steal your identity. The more profiles you have, the more prone you are to having your identity stolen. Syncing your accounts together makes it that much easier.

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