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Three Ways to Customize Content Across Social Channels for Greater Response

by Keith Quesenberry  |  
December 8, 2014
  |  4,123 views

Do you create one post and push it out to all your social media channels?

Have you thought about customizing that content to harness the strengths and characteristics of each channel?

Consistency is important in an integrated marketing campaign, but that doesn't mean posting the same content in every social channel.

In this article we will look at three examples of how to adjust campaign content to optimize response in multiple social media channels.

1. Change up content across multiple channels, such as Twitter, YouTube, and Pinterest


It's easy to create a single campaign message and then send it out to all your social media channels, but it's not effective.

Wayfair.com has benefited from customizing messages in social networks. A leading online retailer of home goods, Wayfair.com also knows how to lead in its various social channels with content that is customized to the unique characteristics and interests of specific social channels' users.

Wayfair's Twitter stream takes advantage of the immediacy and news focus of Twitter: The company shares seasonal articles from its website or relevant and recent design-focused articles from publications such as Real Simple.


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Keith Quesenberry is a professor at Johns Hopkins University and an award-winning advertising copywriter/creative director for Fortune 500 and startup clients.

Twitter: @Kquesen

LinkedIn: Keith A. Quesenberry

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