Finding an individual these days with a single social media account may be as rare as hen’s teeth. Juggling these accounts (successfully anyway) is an artform, but one that is essential for influencers, whose platforms prove their bread and butter. BD talks to a handful of experts below for the top five ways to successfully manage multiple media platforms:
1. Keep a calendar
Says vlogger Ash Quinn: “A predictable but true answer [for managing multiple platforms] would be organisation.” And the best way to do this is with a calendar. Gritty Pretty founder Eleanor Pendleton encourages: “Keep a calendar! At Gritty Pretty, we have content calendars for all of our platforms – it includes time of day for posts, which is integral when you're across so many digital platforms. There are also great service providers like Planoly and Schedugram, which can help paginate Instagram pages.”
Vlogger Rachael Brook agrees, explaining she is obsessed with her iCal. “I always say, ‘If it’s not in my iCal - I don’t do it!’ My crazy schedule runs smoothly because of it. As soon as I’ve booked a job with particular timing I pop that in my iCal and from there I plan my own posts around it. I also have alerts set up to notify me when it’s time to post.”
2. Divide your attention equally
Nurturing multiple platforms comes down to dividing equal attention to each. Says Yelena Fairfax of Husskie: “Media platforms are just like people – they need food in order to flourish! You need to make sure you are continuously feeding all your platforms so they can grow. I’ve put my focus on Instagram, Twitter and Facebook, so I try to make sure that each platform receives at least one update from Husskie per day.” Vlogger Nikkia Joys agrees, saying: “Consistency is a huge part in being successful on any platform so you have to ensure that you plan your posts ahead and manage your time well to give each audience the love that it needs!”
If your attention dwindles on a chosen platform, you will see a difference says vlogger Chloe Morello: “Sometimes I go weeks without doing a Snapchat. Same with Twitter... But when I slack off I notice a decrease in interaction across every platform. I believe that's because I'd no longer be top of mind for those people that prefer to use those platforms.”
3. Be clever with your content
Maximised content equals maximised reach. Morello believes that sharing the same content across multiple platforms comes in handy, as each has a different audience. She says: “I sometimes share similar or the same content across them. Especially with Instagram and Facebook, just to save time. Also have fun with it and get to know your followers, so it doesn't feel like work, your followers get to know you better and hopefully fall in love with you further.”
Preparation is also important, with Joy recommending that influencers have quality content on them at all times – that is – content that is pre-edited and pre-scheduled. She comments: “I also like to pre-edit and pre-schedule posts a week in advance so that my content is all ready to go and I don't feel pressure to quickly produce sub-par content.”
4. Understand the purpose of each platform
Every platform serves a different purpose and caters to a different audience. Awareness of the intentions of each is a great way to ensure you are utilising them effectively. Explains Brook: “I enjoy each platform for different reasons. For example, YouTube is the platform where I want to show a professional side of me and to showcase the techniques and tricks I’ve learnt during my career. For Instagram, I just want my feed to look aesthetically pleasing – I’m inspired by beautiful images. Then on the opposite end of the scale is Snapchat. It’s the platform I use to show the ‘real’ me so to speak.”
Quinn agrees, suggesting: “It's important to know what content works best on which platform, and, how people utilise those platforms. Understanding your audience and the way they use each channel will help you to focus your content to maximise engagement.” Fairfax continues: “Have a reason behind every platform. Know why you are on that platform and how it is delivering value to your brand.”
5. Keep a clear message
For both yourself, as well as your audience, don’t deviate from your key message. You will find a single message will allow for a cohesive union of your multiple channels. Summarises Fairfax: “It is important to have a loose social media strategy in place; this ensures that each post is reflective of your brand and ensures a streamlined message is being delivered across multiple platforms.” She continues that a part of maintaining a strong brand message is this: “Only post content that is on-brand and in line with your strategy. If you’re a beauty blogger and suddenly start doing every second post about your meal, your beauty followers are soon going to stop clicking that little love-heart button.”
