1. FeedMagnet™ is a platform that helps brands use social content to engage.
Cross-ChannelSocialMarketing
StrategiesForBrandEngagement AudienceGrowth&

2. ExecutiveSummary
Use the strengths of each social network to increase
social persuasion and conversion. Extend this approach to
brand websites and offline campaigns in a way that both
maximizes engagement and funnels people from social
into brand websites.
Each social platform has different strengths and weaknesses
For example, Twitter excels at real-time content while Facebook is
better for sharing and commenting.
A branded social hub makes the sum greater than the parts
Cross-pollination of content across audiences helps to maximize the
strengths of each social platform.
Social can be leveraged beyond the walls of social platforms
By putting social content on your website and even offline, you can
benefit from social trust with a wider audience.
Social sharing multiplies your audience and drives traffic
Brands can curate user-generated social content to maximize user
sharing – increasing brand visibility and driving traffic.
In this white paper, we'll take a closer look at each of the
steps outlined above to show how brands can benefit
from an integrated social content marketing program.
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3. SocialPlatformStrengths
Each social platform has it's own personality. The people
who use each social network are often different, and the
way they use each network can vary widely. While you
can slice these platforms many different ways, there are
two dimensions that have particular value for brand
marketers:
Real-time vs. Long-Term Relevance
Some social marketing campaigns rely on real-time interaction –
particularly those based around live events. For these real-time
campaigns, Twitter and Instagram almost always generate more
engagement and content than similar platforms like Facebook and Flickr.
The flip side of real-time engagement, is time-relevancedecay. Tweets that
are more than a few hours old are ancient history. Instagram photos from
a couple days ago are much less likely to be seen. Facebook and Flickr
photo galleries, on the other hand, hold on to relevance and generate
engagement on a significantly longer time scale. Pinterest is the queen
of long-term relevance, since pins stay on pin boards until the user finds
something they like better – often for months or even indefinitely.
Original Content vs. Sharing and Re-Posting
Some social platforms are all about original creative expression. The
Vimeo community, for example, is made up of mostly professional and
prosumer videographers sharing their latest work. Many of these social

4. platforms don't even have a concept of “re-posting” content. You can like
or comment on an Instagram photo, but you can't re-publish it to your
own Instagram feed.
On the other end of the spectrum, platforms like Pinterest are almost
entirely about sharing and re-posting. Very few pins are original content
from the pin board owner. It’s more about sharing and commenting on
things you've found than publishing your own creative work. The curation
aspect of the sharing is a creative expression in and of itself.
Real-Time
Long-term
Relevance
Sharing&
Re-posting
Original
Content

5. Now that we've established the framework of real-
time expression vs. long-term relevance and
original content vs. sharing and re-posting, the
differences between Twitter and Facebook are
easier to understand.
ComparingtheTwoGiants
Facebook on the other hand is more of a
generalist platform. While it is not nearly as
real-time, it is much stronger at sharing and
re-posting, often enabling content to reach a
much wider audience.
Twitter is the ultimate real-time community,
leaning a little more toward original thoughts
than re-posting or re-tweeting content.

6. Integration:TheSocialHub
Many brands approach each social platform separately,
with a Twitter strategy, a Facebook strategy, a Pinterest
strategy, etc. – but by combining content and sharing from
across social networks, brands can pair the strengths of
each platform together to maximize engagement.
Here’s How it Works:
Content from multiple social
platforms is aggregated and
curated by the brand
1
The content is then displayed in a
central location – often the centerpiece
of a social marketing campaign
2
Sharing engagement buttons from multiple
social platforms are attached to each piece
of content – enabling content from one
social network to be shared to another
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7. Broader and more diverse content set
Since the content is pulled from more than one social network, branded
social hubs have more diversity of content and a greater volume of
content to pull from. And since it's curated, it's relevant and engaging.
Cross-pollination of content
Because content from one social network can be shared to another, the
social hub enables you to expose disparate audiences with the best
content from their respective social networks – content which they
might not otherwise see.
The best of real-time and sharing
By leveraging social platforms across the real-time and sharing
spectrums, you can maximize the strengths of both. Real-time content
from platforms like Twitter and Pinterest often make up more of the
social feed during time-based engagements, but the majority of sharing
and re-posting can still take place on platforms like Facebook and
Pinterest, where they will get a broader reach and extend the life cycle
of what would otherwise be a short-lived content spike.
The integrated approach of a branded social hub working
across all the social channels – makes the sum greater
than the parts.
branded
socialHUB

8. Propagation:SocialforAll
Once you've broken free of silo campaigns for each social
platform, the impact of a branded social hub can be
extended beyond the social platforms themselves.
Pull social content in instead of pushing visitors away
Many brand websites provide links off to their social properties, with a
goal of connecting socially with customers – but this approach ultimately
drives visitors away from the brand site. It makes much more sense to
keep visitors on your site and bring social to them.
Use social content for conversion and persuasion
Social content can be incredibly persuasive. Similar to ratings and
reviews, it can provide a window into user-generated social feedback.
But unlike review feedback, content from social media is unsolicited and
often more emotive in nature. We call these posts "social proof" – and
they are a great addition to product and lead conversion pages.

9. Maximize the reach of your branded social hub
Given the fragmented nature of social marketing, a social hub can
provide a valuable window into a variety of content that would not
otherwise be found all in one place. By syndicating this content back out
to web properties, microsites, mobile sites and apps, Facebook tabs, and
trade show and office display screens, you can leverage your most
persuasive social content with a much wider audience.

10. AmplificationViaSharing
Social sharing provides the opportunity to go a step
beyond simply displaying social content on branded
properties. What brands really want is engagement – and
a well executed social hub provides countless connection
points through the social posts themselves. By adding
sharing buttons to each individual post, brands can
accomplish a few key objectives:
Amplify the spread of positive social content
If the social hub represents the best social content
related to a brand or product, shares and re-posts
from the social hub extends the reach of each
positive piece of content to a wider audience.
Drive new visitors into the social hub
Most marketing campaign sites already feature
Tweet and Facebook Like buttons, helping to
drive new visitors into the site. With a social hub
there are exponentially more opportunities for this
since each social post can be liked or shared. The
real value in driving traffic comes from ensuring
the share links send people back into the brand
website, displaying the shared piece of content in
context with the branded social hub where it was
discovered and shared in the first place.

11. AllTogetherNow
It starts with a
branded social
hub made up of
the best content
from across
multiple social
platforms. This,
combined with
sharing and re-
posting buttons to
multiple social
sites captures the
strengths of each social platform.
To maximize visibility and connection points, this social
hub should be syndicated to the brand website, Facebook
tabs, campaign and mobile sites, and event screens.
Engagement in the form of likes, shares, and re-posts of
individual social content both amplify the message across
social channels and direct new visitors into the brand
website via the branded social hub, presenting the
opportunity to extend the cycle even further.

12. HarnessSocialContent
An integrated, cross-channel approach to social marketing
can fully maximizes the benefits of social content for brand
engagement while providing a strategic connection point
between marketing on branded properties and marketing
within social media platforms.
Discover why so many brands use FeedMagnet to
harness social content, visit www.feedmagnet.com.
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