One thing prominent on my list of to-dos is to get an account at Hootsuite. It’s a service that’s earned high praise from all quarters, and I could be more efficient by using it.
But Jason Falls wrote a post today that reminded me why that task seems to stay on the list and not get crossed out. I’ve a slightly indignant disinclination to can my messages. Remember that term? We used to speak of canned music: a recording, not the real thing.
If you plaster a single, duplicated message across many different platforms, you’re taking the belligerent route, IMO. Belligerence describes old marketing; the new inbound marketing emphasizes a soft sell.
To post the same updates to Twitter and Facebook, for instance, ignores the unique energy of each site. Why confine Facebook to Twitter’s 140 characters, as if the use and character of these two tools were the same? It’s like using a screwdriver as a hammer.
There are really solid reasons why “the big 3″ – Facebook, Twitter, LinkedIn – have gained prominence. They’re each useful in their own right, for different things and different people at different times. To homogenize them is to lose their usefulness entirely.