So, another one of the great things about me is that I’m a very enthusiastic fan. If I love a band, brand, store, bar, or whatever else, everyone in my life will know it. I like to call myself “a very enthusiastic consumer”.
So, when given the opportunity to “follow” a brand or band through multiple channels, I usually do. What drives me nuts is when all the social media representations are exactly the same. In some cases, I get it. You’re launching an upcoming tour, so you promote that information through all available channels. But, for some of the non “big announcement” type things, I think that organizations need to do a better job of differentiating their message based on channel. I’m not an expert, but I think the profile of an average Facebook user is slightly different than that of the average Twitter user and drastically different than the average Tumblr or Pinterest user. If you don’t have enough meaningful content to support multiple channels, pick the ones that make the most sense and be very good at those.
Off the top of my head, there are a couple of brands who do this very well – popular TV commentary site TelevisionWithoutPity.com supports content on their site, Facebook, Twitter, Tumblr, and Pinterest and it’s all different (and all hilarious). I follow Tommy Hilfiger (the brand, not the man) on multiple sites with few repeats. One of the best examples is probably President Obama’s campaign. The Tumblr offerings are markedly youth oriented, fitting the audience while his Twitter and Facebook commentary have broader appeal.
What do you think? Should I quit being annoyed and just start unfollowing? Are there any brands you think do this audience segmentation well?