Syncing your social media accounts; it’s quick, it’s easy and it’s awful.
Before we get into why syncing various social media platforms is particularly bad for your organization, let us explain what exactly we mean by the term.
Syncing social media accounts is the process of connecting various platforms together in order to send one message through all accounts, simultaneously. If you synced Twitter with Facebook, for example, anything you write as a status on Facebook is automatically posted as a tweet on Twitter. The exact same message, word for word, with a link to Facebook, would appear on your Twitter account for all your followers.
Sounds efficient, doesn’t it?
Well, you’re right, syncing does save time. One message suffices for multiple channels. In theory, you can manage two, three or four accounts with one click. The only problem is this is rarely, if ever, effective. Actually, it may even be harmful to your organization and its communications goals.
Syncing social media accounts hampers marketing, engagement and communication because each platform is unique and requires different approaches. When you misuse a social media platform, you drive people away. When you drive people away, your voice is drowned out.
Let us give an example from tradition media. If a company put the same commercial they made for TV on the radio, it would not be nearly as effective. Not only that, it would also make very little sense without the pictures to tell a story.
Syncing Facebook and Twitter is an almost identical mistake. You can post the most inspiring videos or extremely moving photos on Facebook with a great call to action, but when relayed to Twitter, that same message would be shortened and show none of the photos or videos. All this adds up to a confusing and near-useless tweet.
Besides being hard to decipher and losing its wow factor, a Facebook-to-Twitter message is just plain unoriginal, something audiences will not take kindly to.
When Twitter users, especially those who also follow your organization on Facebook, realize you were unable to create a unique message for Twitter, it inevitably leads them to question a number of things about your non-profit or association.
Questions may arise about the creativity or dedication of staff and about the ability of the organization to interact with or answer questions from those interested in joining in the conversation and the cause. In the end, individuals will look to organizations that don’t stir these doubts in their heads. That means less involvement, less giving and less awareness for your cause.
Syncing social media accounts may be a bad idea, but that doesn’t mean your organization’s tweets need to be vastly different than its Facebook posts. Sharing the same blog post, for example, can be done on both platforms, but in different ways. Putting a link to your organization’s Instagram photo on Twitter is a great idea, but make sure the message that goes with that tweet is original.
Just remember, originality is always best, each social media site requires a different approach and syncing your platforms may mean sinking your organization.