Want a strong online presence? Then, you need to have a methodical social media approach.

Individual influencers, mom-and-pop shops and large corporations need consistent social media activity to increase recognition and build engagement.

Here are some important approaches to create a cohesive social media presence across pHere are some important approaches to create a cohesive social media presence across platforms: 

1. Know Your Cross-Platform Consistency 

Cross-platform consistency is more than just a robot copying and pasting the same exact content across channels. It requires a thoughtful identity that is coordinated, and flexes to resonate while maintaining its identity. 

For example, an outdoor retailer may have a standard image standards (logo, colors, slogan) across Instagram, Facebook and Twitter, but allow them to be flexible with the source visuals and captions on each of these platforms. Instagram promos may rely on lifestyle imagery and stories around stunning landscapes and exciting adventures while Facebook may promote limited-time sales and events, enticing users with exclusive sales or community activities. Meanwhile Twitter may become an outlet for curated news and updates; sharing trending conversations while exploring industry salient insights.

A non-profit organization can also approach the issue of keeping users retained by developing consistent messaging and calls-to-action around the organization and reminding users that the organization is working. Non-profits can use specific content or platform types in different ways as well. For instance, Facebook Live events can host live chats with experts on topics related to the mission, which will create even more connection. Instagram profile stories can showcase testimonials with beneficiaries, giving a personal connection to the mission. Twitter threads can lead to conversations about relevant issues, providing an opportunity for advocates to mobilize and supporters to be aware and engage. The messages would be consistent –support their mission– but the format would be different based on the strengths of each platform. 

This nuanced approach demonstrates that users use different platforms specifically for different reasons. People scroll through Facebook differently than they read bite-sized updates on Twitter, or consume visually compelling narratives on Instagram. One can mitigate fragmentation by using a consistent core identity while using tailored content that speaks the language of the platform in the way a second language user might struggle to communicate but is not always effective. 

It’s not easy to achieve such a balance. Consider finding social media experts close to you so you can maintain consistency across platforms. These specialists offer the appropriate resources and strategic savvy to create a unified presence. 

If you are working with experts, they will develop a brand voice that people connect with, utilize the right formats for each platform, and, most importantly, get your message in front of the right audience at the right time! 

2. Draft A Brand Style Guide 

Developing cross-platform cohesion calls for a brand style guide. This guide will include all of the distinctive narrative, verbal and visual aspects of your brand.

The visual identity guide, for instance, should include how to use logos properly, what your color schemes are and approved fonts, as well as parameters for an illustrated or photographic style. 

A voice and tone guide will illustrate aspects of your brand language such as preferred language style (e.g. marketer = formal vs. peer as = casual), customary diction, rules for humor, common phrases, and summary of the personality and emotional range. 

The core messaging is where the toolkit begins, including items like brand pillars, value propositions, mission, product benefits, company boilerplates, or customer illustrations.

Brand guides empower your team to create consistency across platforms. They act as guardrails and inspiration by allowing versatility in brand expression. This provides you with the creative foundations to consider differentiation by platform while still developing cohesion through a common identity and intent.

3. Utilize Cross-Platform Management Tools 

You need strong cross-platform management tools if you want to ensure a consistent voice across all digital platforms. Tools such as Buffer, Sprout Social, Statusbrew and Hootsuite are essentially your “mission control.” Your marketing team can use them to schedule content across multiple social channels — at the time that is most appropriate for each, while streamlining work flows and governing brand guidelines.

Managers of your social channels, for example, can use one approval process and asset bank to fill your calendar with content that populates Facebook, Twitter and Instagram instantaneously. Bulk scheduling and posting means that brands can still have the same timing without all the additional work. Access to advanced analytics normally provides a non-existent view into how content resonates by platform over the course of time, allowing approaches to change based on responses. 

The tools serve to be a main hub, so brands can assess their performance in one dashboard rather than flipping between apps. Because social media monitoring abilities are also bundled together, mentions of your brand can also be incorporated back in when available so brands can address in a timely manner. When used thoughtfully, these tools liberate efficiency, cohesiveness, and insights. Because they also support streamlined workflows, efforts can flow freely; analytics allow for refinement.

4. Create Cross-Channel Posting Schedules

Cross-channel posting schedules can help you operate social channels in harmony. A detailed editorial calendar helps to plot this content out — for every channel.

The morning might work best for an Instagram post promoting a new product. Then, schedule a relevant post later in the day for Twitter, which will link to your same product page. Update your Facebook business page the night before so there’s time for the buzz to begin.

How does your audience interact with each platform? Peak usage could vary throughout the day for different channels, and taking advantage of that is key. Still, it’s important to create a visitor journey that’s harmonious, which requires consideration of how they all align.

While we are coordinating the sequence of upcoming content through the publication schedule, you will keep your audience informed and active digitally – regardless of which channel they use.

5. Bring Paid Ads and Campaigns Together

To implement cohesive paid advertising on social channels requires working with creative teams to iterate flexible campaigns that are aligned and tailored. For example, through one cohesive concept to showcase product benefits, the creative could be adapted to align each social platform’s spirit using corresponding ad formats. 

Concise, punchy text and bold graphics suit Twitter’s stream, while Instagram posts may have lifestyle imagery and video, yet visually exemplify the same idea. Dynamic creative optimization then takes it to the next level by further customizing specific elements; i.e. captions or calls-to-action, based on each audience’s traits per platform. 

Maintaining consistent tracking and analytics provides you with visibility to performance by channel and clarifies what resonates the most. The value of a take-away can further inform future creatives. So, with collaborative creative partners and strong analytics, you’ll just need to turn on paid media that is cohesive across platforms.

6. Customize the Message, Keep the Voice

While customizing your messaging to each platform for effective engagement is vital to success, it’s equally as vital to maintain consistency in brand voice. The voice, tone and character of the brand should always come through in all messages you send — even if the style and format of a blog post, email newsletter and social media post are obviously going to differ.

For example, a retailer for the outdoor-industries should consider a voice that places a big value on adventure and a little less on information, but they need to be able to maintain that adventurous tone and put it across the different platforms. They can easily put their energetic spirit into their modal, word selections, and phrasing while still deciding how best to customize the message for each channel. As an example, the email subscribers may get trip-planning tells, or on Instagram they a viewer gets to see a scenic inspirational image. The content will customize and resonate in each of those contexts, but the energy of the brand voice binds everything in the piece. 

Usually, you can increase strength of identity and recognition with people by consistent brand voice. After a period of time, followers or whoever the audience is will become accustomed to your own incisiveness and way you speak. While the messaging will be customized on different platforms for different audiences, your differentiated brand voice will act as a constant anchor.

7. Use Visuals And Branding Elements Consistently

In the same vein as above, it’s important to achieve consistency in branding elements and visual identity. Your logo, images, templates, colors and fonts all should be consistent for every platform you use. Following this tip helps consumers identify with your brand immediately. Use the same templates and brand assets when designing social media posts and stories. 

Think about whether there are filters or effects you often use, that you could consider making a part of your signature branding style – but you need to be sure those effects or filters are consistent with your identity as a brand. All of your content should feel like it has a deep connection to your Instagram feed, your TikTok videos, your website, etc. because you use overlapping consistent, recurring, visual details in your aesthetics. 

This means that followers will be able to identify your social content very quickly amongst a flooded social feed or search engine, because the aesthetic is very recognizable. It also means that when you design graphics for social media or headers for a blog, you could do that carry through for lots of social posts or graphics by using your brand toolkit; this ensures that you have a nice polished professional edge for all of the social content. Your visual identity will shine through, because the visuals are consistent, right from the logo through the font.

8. Build Real-Time Interactions

Building real-time relationships across social networks facilitates brands to connect in real time with audiences in a conversational manner across channels, all while supporting consistent messaging across social channels. Each of the social channels has its own immediacy. For example, by live tweeting a conference, live streaming video on Instagram, and replying to comments on Facebook.

Consider these interactions strategically and designate knowledgeable community managers per channel. For example, a social media manager who is polished at using snappy, clever replies can easily run your brand’s Twitter feed and be able to replicate some of the brand’s voice in the rapid exchanges. That same community manager may not be skilled at live streaming on Instagram and understanding how to develop the brand through that form of media. On Instagram, they may have a person who takes it upon themselves to develop digital native video based content; their skillset would help to understand how to live stream the brand’s personality through that channel.

Over time, your organization will learn to channel real-time messaging on-brand and commensurate with the culture of their community. The bottom line is that we want to train our people to stay consistent with the brand but build engagement streams for all of the various community channels. 

9. Encourage Cross-Platform Discovery

To grow your audience and increase your exposure, you should try to get your audience to follow you cross-platform. Place social profile links prominently in email signatures, bios and website headers/footers so visitors can discover more from your brand seamlessly. This way, it only takes a tap or click to gain more followers.

Posting regularly on every platform is a great start, but never miss the opportunity to tell people where else they might find you. Remind your audience on TikTok to view a vlog you just posted. Notify YouTube subscribers about the content you post on Instagram. Use hashtags and links to guide people through channels.

All of this results in more organic traffic, which results in improved interactivity and engagement, as well as extended reach. Just make sure to modify or alter the content to capitalize on each platform’s full capabilities is essential.

You can realize exponential growth with a strong strategy for cross-promotion, simply because of the interconnected nature of social media.

10. Consistently Evaluate Your Cross-Platform Strategy

Platforms are always changing algorithms and introducing different features. Content that’s favored today, for instance, may not be tomorrow. This requires a regular review of platforms to ensure your social media strategy is up-to-date for every channel.

Review platform metrics to understand possible shifts in follower interests or engagement. You can learn whether parts of your style guide meet each platform’s current best practices, or explore ways to enhance your content strategy to incorporate trending types of content such as short-form videos or live streaming, for example.

Monitor new platform capabilities and test any that align with your audience. Read news sources covering digital marketing to stay current (or ahead of) changes to features, privacy policies or algorithms.

Focus groups or surveys could help you gain user feedback, from which you could draw valuable insights on strategy.

By adapting and modifying your approach constantly, and allocating your time and resources properly, you can improve your performance on all social channels. You’ll then know where your audience is, what it is that they are looking for and what they are doing.

Conclusion

It takes a lot of work and dedication to create a cohesive presence on multiple social media platforms. Following some of the tips and strategies we mentioned above will help keep your audience engaged, allowing you to reach all your goals. 

Consistency is all about providing an engaging, authentic experience for visitors, no matter what platform they find you on. Ultimately, this results in you relating better to your audience, which is a critical aspect of creating a brand identity that lasts.

Rashana Ahluwalia is a writer at GraphicSprings, specializing in branding, marketing, and entrepreneurship. With a passion for creative expression, her articles provide valuable insights for businesses striving to stand out.