Organizational social media – What content is relevant for each channel?

Social media channels have become key communication and advertisement tools for companies in the current day and age. The availability of multiple channels to organizations allows them to reach out to, engage and interact with potential and recurrent customers. This in turn leads to a greater social media presence for all sorts of organizations across various channels, from small startups to large multinationals. what-to-post-social-img

The key factor to consider is that each channel differs from the next. The differences between social media channels can be seen in terms of style, user demographics and characteristics, platform and device compatibility, and most importantly, content type. Different social media channels could be better suited for specific types of content depending on the capability of the platform, as well as the type of users on the platform. In order to maximize the effectiveness of their social media posts, organizations should adapt their posts for specific channels and  ensure that the content they are sharing is relevant for the users of that particular platform. This article provides an overview of content characteristics for 4 major social media channels.



Facebook:  Facebook is the largest social media network in the world today, and for organizations this means that they could have their largest audience and highest possible reach on Facebook. As such, organizational content on this platform needs to have the most important brand information featured prominently and displayed through image and video rich posts. The content needs to have a more conversational and friendly tone, aimed towards improving reach and interaction.



Twitter This platform allows users to share short bursts of information through a 140 character limit. This platform therefore is suited for brief content updates, including moment-by-moment updates about current relevant information about the business, fun updates on what is happening at the company, short interactions and replies to customers, short news statements and relevant gifs or article links.



LinkedIn: LinkedIn is an important channel for organizations to reach out to and connect with a professional audience with a wide variety of skills across various industries. Content on LinkedIn must be written using professional language and be impactful, for example content on LinkedIn could be relevant professional articles. The organization can interact with other professionals in the community, and through member’s personal accounts write and receive recommendations. Company news can also be shared over LinkedIn, and job postings and descriptions can be posted to a wide and relevant talent pool over this channel too.



Instagram:  This channel allows users to share image based content, and organizations must ensure that their Instagram profiles give an immediate impression of the organization’s aesthetic and brand image. It would be most beneficial for the organization to keep to a theme or color scheme that matches the organizational colors so as to maintain a sense of uniformity and consistency. Instagram provides organizations with the opportunity to post creative content in the form of hi-resolution images, relevant motivational quotes, short video stories and so on.

About Author

Raj Sehmi

A master's degree holder in information systems who wears many hats, with interests in digital technology, design, quality assurance, marketing communication, electronic music and food.