July 19

Creating A Cross-Platform Social Media Strategy

 With the ever-growing popularity of social media, businesses and individuals alike must have a strong presence across different platforms. This is where cross-platform social media strategy comes into play.

Cross-posting, or sharing content across multiple social platforms, allows you to reach a wider audience and increase your brand visibility. By creating a cohesive strategy, you can effectively engage with your followers and build meaningful connections.

Table of Contents

In this article, we here at ScottHall.co will explore the benefits of cross-platform campaigns and provide practical tips on creating an effective strategy. We will also discuss the best practices and common mistakes to avoid when cross-posting.

So if you're ready to take your social media game to the next level, keep reading.

social media marketing

What Exactly Is Cross-Posting On Social Media?

If you want to maximize your reach and engagement, cross-posting on social media allows you to efficiently share the same content across multiple platforms, creating a harmonious symphony of online presence.

Cross-posting refers to the practice of publishing content from one social media channel onto another. It enables you to target different audiences on various platforms while maintaining consistency in messaging and branding.

Posting on multiple platforms is an essential aspect of a successful social media strategy. You can expand your audience and increase engagement by reaching users who may not follow all your social media channels.

Each platform serves its purpose, with platform-specific goals aligning with your objectives. Cross-posting ensures that your content reaches the right people in the right places.

When implementing a cross-platform social media strategy, it's crucial to consider each platform's unique features and limitations. Adapt your content to fit each platform's format and requirements, ensuring optimal visibility and user experience.

Sharing content across platforms unifies your online presence and amplifies your message. Seize the opportunity to streamline your efforts by cross-posting strategically and watch as it revolutionizes how you engage with audiences across different social media channels.


What Are the Benefits of Cross-Platform Campaigns?

Maximizing your reach across various channels can lead to increased brand visibility, stronger customer engagement, and higher conversion rates. When you implement a cross-platform marketing strategy, you can reach a broader audience and connect with them on multiple platforms simultaneously.

This approach allows you to expand your brand's presence and make it easier for potential customers to find and engage with your content. Here are three key benefits of cross-platform campaigns:

Increased Exposure

By sharing your content across different social media platforms, you can expose your brand to a larger audience. Each platform has its own unique user base, so cross-posting ensures that you're reaching people who may not have discovered your brand otherwise.

Enhanced Engagement

Engaging with your audience is crucial for building strong relationships and fostering loyalty. Cross-platform campaigns enable you to interact with users on their preferred platforms, increasing the chances of meaningful engagement.

Improved Conversion Rates

The more touchpoints you have with potential customers, the greater the chance of converting them into paying customers. A well-executed cross-platform content plan allows you to deliver consistent messaging across all channels, reinforcing your brand's value proposition and driving conversions.

By incorporating cross-posting into your overall content strategy, you can tap into the power of multiple platforms and unlock new opportunities for growth and success in today's digital landscape.


Drawbacks of Cross-Posting

While cross-posting has its advantages, some drawbacks need consideration:

Platform Limitations

Each social media platform has its own rules and features, which may limit how certain types of content are displayed or shared.

Overwhelming Followers

If done excessively or without proper planning, cross-posting too frequently can overwhelm followers with repetitive content across multiple platforms.

Overall, when done strategically as part of a cross-platform campaign, cross-posting can effectively increase online visibility and engage with a larger target audience.


How to Create a Strategy for Cross-Posting

To effectively implement cross-posting, it's important to develop a comprehensive plan that considers your target audience's specific preferences and behaviors on different channels. Doing so ensures that your cross-platform social media strategy resonates with your audience and maximizes engagement.

Start by identifying the social media accounts where your target audience is most active. Research their interests, demographics, and behaviors to understand what content they're likely to engage with. This will help you tailor your cross-platform content marketing efforts accordingly.

Next, choose a reliable social media management tool that allows you to schedule and publish posts across multiple platforms simultaneously. This will save you time and effort in managing different accounts individually.

When creating content for cross-posting, keep in mind each platform's unique features and limitations. For example, Instagram focuses on visual content, while Twitter requires concise messaging. Customize your posts accordingly to ensure they're optimized for each channel.

Track the performance of your cross-platform campaigns using analytics tools provided by each platform or third-party solutions. Analyze the data to understand which channels are driving the most engagement and adjust your strategy as needed.

By following these steps and continuously optimizing your approach, you can create an effective cross-platform social media strategy that reaches a wider audience and drives better results for your business.


Investigate How Your Competitors Approach Social Media

Take a peek at how your competitors handle social media to gain insights and inspiration for your own approach. By investigating their strategies, you can gather valuable information on what works well and what doesn't in the realm of social media.

Start by analyzing their social media presence on different platforms. Look at the metrics they're using to measure success, such as engagement rate and follower growth.

Observe the content formats they use across various channels. Do they focus more on videos, images, or written posts? Understanding their preferred formats can help you tailor your own content to better resonate with your target audience.

Additionally, pay attention to how they engage with their followers. Are they prompt in responding to comments and messages? Do they actively participate in conversations? Taking note of these interactions can provide ideas on how to improve your own customer engagement.

Remember that while it's important to learn from your competitors, it's equally crucial to maintain authenticity and uniqueness in your approach. So draw inspiration from their successes, but always put your own spin on things.

With a thorough investigation into your competitors' strategies, you'll be better equipped to create an effective cross-platform social media plan that drives results for your business.


Establish a Realistic Social Media Budget

Establishing a social media budget that won't break the bank is like finding a unicorn in a haystack. But fear not. It's not impossible to achieve.

When creating your cross-platform social media strategy, it's essential to establish a realistic social media budget that aligns with your goals and resources.

Consider your overall social media strategy and the platforms you plan to utilize. Each platform requires different levels of investment, so it's crucial to allocate your budget accordingly. Research the costs associated with advertising and promoting on each platform and any tools or software you may need.

Contextually relevant content creation is key to maximizing your budget. Instead of focusing solely on paid advertisements, invest time and effort into creating engaging organic content. This can help build an authentic connection with your audience without breaking the bank.

Don't forget to monitor and analyze the performance of your campaigns regularly. You can fine-tune your strategy and allocate funds where they provide the most value by tracking metrics such as reach, engagement, and conversions.

Remember that establishing a realistic social media budget requires careful planning and consideration. By understanding the costs associated with different platforms and focusing on contextually relevant content creation, you can create an effective cross-platform social media strategy without overspending.


Plan the Types of Content You Intend to Share

When planning the types of content you want to share, it's important to consider what will resonate with your audience and keep them coming back for more. In today's fast-paced world, people desire freedom and the ability to choose what they consume online.

Incorporating this mindset into your social media strategy ensures that your content is engaging and relevant across all platforms.

To begin, consider the different types of content that would best suit your brand and target audience. This could include informative blog posts, eye-catching images or videos, interactive polls or quizzes, behind-the-scenes glimpses into your company culture, or even user-generated content. The key is providing value and entertainment while aligning with your objectives.

When planning the types of content you intend to share on various platforms, consider each platform's unique features and preferences.

For example, Instagram may be ideal for visually appealing images or short videos, while Twitter may be better suited for concise updates or thought-provoking questions.

Remember that consistency is key in a cross-platform social media strategy. By planning ahead and diversifying your content offerings, you can effectively engage with your audience and establish a strong online presence.

So go ahead and start brainstorming those exciting ideas – it's time to create compelling content that will make an impact.


Determine Your Marketing Goals

Set clear marketing goals to guide your efforts and achieve success in your online presence. Determining your marketing goals is crucial when creating a cross-platform social media strategy.

These goals serve as a roadmap for your campaign, helping you stay focused and measure your progress.

One of the main objectives of a cross-platform social media campaign is business growth. Whether it's increasing brand awareness, driving website traffic, or generating leads, defining specific goals will help you tailor your content and tactics accordingly.

By understanding your goal, you can create targeted campaigns that resonate with your audience across different platforms.

Consider platform-specific features when setting your marketing goals. Each social media platform offers unique capabilities that can be leveraged to reach a niche audience effectively. Understanding these differences allows you to align your goals with the strengths of each platform.

Your marketing goals should be flexible and adaptable. As trends evolve and new opportunities arise, be open to adjusting your strategy accordingly to ensure continued success in reaching and engaging with your target audience.

measure success

Know How To Measure Success

To truly gauge the effectiveness of your efforts, it's crucial to understand how to measure success in your online presence. With a well-defined social media strategy and carefully executed marketing campaigns, you can reach and engage with your target audience across various platforms. But how do you know if it's working?

Here are some key metrics to consider when measuring the success of your cross-platform social media strategy:


Measure the number of people who see your content on different platforms. This will show you how effectively you're reaching your intended audience.


Look at the number of likes, comments, shares, and clicks on your posts. This will help you determine if your content is resonating with your audience.


Track the number of conversions or actions users take after engaging with your social media content. This could include sign-ups, purchases, or downloads.

By using the social media analytics tools available for each platform, you can easily gather data on these metrics and analyze them to gain insights into the performance of your social media campaigns.

Remember to focus on relevant metrics that align with your marketing goals and adapt your strategy accordingly for continuous improvement in reaching and connecting with your social media audiences.

set up accounts

Set Up Your Accounts Properly Before You Make and Promote Content

Now that you understand how to measure success, it's time to set up your accounts properly before you dive into creating and promoting content. This step is crucial in ensuring that your cross-platform strategy is effective and reaches the right audience.

First, ensure you have accounts on all the relevant social media platforms for your business or brand. Whether it's Facebook, Instagram, Twitter, or LinkedIn, having a presence on these platforms will allow you to reach a wider audience and engage with them differently.

Once you've created your accounts, take the time to optimize them. Fill out all the necessary information, including your bio, website link, and contact details. Use eye-catching profile pictures and cover photos that accurately represent your brand.

Familiarize yourself with each platform's features and functionalities. Understand how to navigate through them so that when it comes time to promote content, you can do so seamlessly.

By setting up your social media accounts properly before creating and promoting content, you're setting yourself up for success in reaching and engaging with your desired audience across multiple platforms. So take the time to get everything in order before diving into your cross-platform strategy.

best times to post

Establish the Best Times to Post and Set Up a Content Calendar

Discovering the optimal times to post and organizing a content calendar is vital for maximizing your reach and captivating your audience on various social media platforms. By understanding when your target audience is most active, you can strategically plan your content to ensure it gets the maximum visibility.

To evoke excitement and anticipation in your audience, consider these two sub-lists:


  • Schedule posts during peak hours when users actively scroll through their feeds.
  • Experiment with different types of content, such as videos or live streams, to keep followers engaged.


  • Share insightful tips or industry news at times when professionals are seeking inspiration.
  • Use storytelling techniques to foster a sense of connection between your brand and audience.

By incorporating these strategies into your social media marketing plan, you can effectively engage and empower your followers across multiple platforms.

A well-organized content calendar ensures consistency in publishing content, avoiding untimely gaps that might disengage your audience. It also helps coordinate efforts between different marketing team members and ensures everyone is aligned with the overall cross-platform content marketing strategy.

Take control of your social media presence by optimizing posting times and creating a comprehensive content calendar that maximizes growth while allowing flexibility and freedom in expressing your brand's unique voice.

create suitable content

Create Suitable Content to Share with Your Followers

Make sure you're creating content that resonates with your followers by understanding their interests and preferences, as research shows that 53% of consumers are more likely to engage with brands that share personalized content.

When developing a cross-platform social media strategy, creating suitable content to share with your followers across various social channels is crucial. The key is to provide value and relevance in every piece of content you share.

First, identify the types of content your target audience would find interesting and valuable. Conduct surveys or polls to gain insights into their preferences and interests. This will help you tailor your content to meet their needs effectively.

Next, consider the format of the content. Experiment with different media types, such as images, videos, infographics, or podcasts. Remember that people consume information differently on different platforms, so ensure your content is compatible across all platforms.

Keep the tone and style consistent with your brand image while adapting it for each platform's unique requirements. Your multiplatform social media strategy should be cohesive yet tailored for individual channels.

Lastly, don't forget to track the performance of your content regularly. Analyze engagement metrics like likes, shares, comments, and click-through rates to determine what works best for your audience. Use this data to refine and optimize future posts.

Creating suitable content that aligns with your followers' interests and preferences on multiple platforms can strengthen engagement levels and brand loyalty within your social media marketing strategy.


Engage with Your Audiences

Engaging with your audiences is crucial for building meaningful connections and driving engagement. By actively participating in conversations and responding to comments, you can establish a sense of authenticity and trust with potential customers.

Engaging with your audiences goes beyond just posting content; it involves actively listening and responding to their needs.

Pay attention to what they're saying about your brand and industry on various social media platforms. Respond promptly and thoughtfully to their comments, questions, or concerns. This not only shows that you value their opinions but also allows you to provide excellent customer service.

Consider incorporating interactive elements into your social media activities. Encourage followers to share their experiences or opinions through polls, contests, or user-generated content campaigns. This not only boosts engagement but also provides valuable insights into what resonates with your audience.

Remember, engaging with your audiences is an ongoing process that requires consistent effort. By actively participating in conversations and providing exceptional customer service, you can foster strong relationships with potential customers while promoting loyalty and advocacy for your brand.


Build a Community for Your Audience

Building a community for your audience is essential for fostering strong relationships and creating a sense of belonging. For example, imagine a fitness brand that creates an online community where members can share workout tips, track their progress, and support each other on their fitness journeys.

Building the right community can create an environment where customers feel connected and supported. This can lead to increased loyalty and engagement with your brand. Here are three ways to build a thriving community for your audience:

Encourage interaction

Create opportunities for customers to connect with each other by hosting live Q&A sessions or starting conversations on social networks. This will not only foster relationships among customers but also help build a sense of camaraderie within the community.

Involve your team

Your team members can play an active role in building the community by responding to comments, sharing valuable content, and participating in discussions. By showing that your team is engaged and invested in the community, you'll encourage more participation from customers.

Launch awareness campaigns

Use your online presence to raise awareness about important causes or initiatives that align with your brand values. Encourage customers to join in by sharing relevant social media posts or organizing events related to these campaigns.

Building a vibrant community benefits your audience and enhances your brand's reputation and customer satisfaction levels. So start engaging with your customers today and create a space where they feel heard, valued, and free to express themselves.

brand cohesiveness

Create Brand Cohesiveness

To establish a strong brand identity, you must ensure that every aspect of your business reflects a cohesive and consistent image. This is crucial when implementing a cross-platform social media strategy.

Creating brand cohesiveness allows you to effectively communicate your values and message across different social media platforms.

Your audience wants to see the same brand personality and messaging regardless of which platform they engage with. This means using consistent branding elements such as colors, fonts, and tone of voice in all your posts. Make sure your brand is instantly recognizable, whether it's Facebook, Instagram, or Twitter.

Creating original content for each platform is another important aspect of maintaining brand cohesiveness. While copying and pasting the same content across all channels may be tempting, this can lead to a stale and uninteresting feed. Instead, tailor your content for each platform while maintaining a consistent overall message.

Incorporating these strategies into your marketing efforts will create a strong and cohesive brand image that resonates with your audience. Remember that freedom lies in expressing yourself authentically while staying true to the core values of your business.

increase in customers

Be Ready For An Increase In Customers

Get ready for a surge in customers because your strong brand image and cohesive messaging will attract and captivate a larger audience. You can expect increased customer loyalty and higher conversion rates with a cross-platform social media strategy.

As a business owner, it's important to be prepared for this influx of new customers by implementing the following strategies:

  • Offer exclusive deals: Reward your social media followers with special discounts or promotions. This encourages repeat purchases and entices new customers to join your community.
  • Share user-generated content: Encourage your customers to create content featuring your products or services. By sharing their posts on your social media platforms, you not only show appreciation but also showcase real-life experiences with your brand.

By incorporating these strategies into your marketing plan, you'll be well-prepared for the increase in customers with a successful cross-platform social media presence.

cross posting

Cross Posting Software

Maximize your reach and save time by utilizing cross-posting software. This software allows you to effortlessly share your content across multiple platforms with just a few clicks.

According to a recent study, businesses that use cross-posting software see an average increase of 30% in engagement on their social media posts.

You will no longer have to post your content on each platform manually. This saves you time and ensures that your message reaches all of your followers across different social media channels simultaneously.

One option is Hootsuite. It allows you to plan and automate your social media posts across different platforms, including Facebook, Twitter, and Instagram. With features such as post-scheduling and analytics tracking, you can optimize your content strategy for maximum impact.

Whether you're sharing videos, articles, or images, the right software automatically adapts the content types for each platform's requirements.

Using it means you can focus more on creating high-quality content instead of spending hours manually sharing it on various platforms.

It also enables you to be present on multiple platforms quickly and easily. It allows you to manage and grow your online presence efficiently without being tied down by tedious manual tasks.

instagram cross posting

Best Cross-Posting Practices

As social media marketers or managers, it's essential to have a strong cross-platform social media strategy in place to achieve your social media goals.

To ensure you're making the most out of your cross-posting efforts, here are some best practices to follow:

Tailor Your Content

Adapt your content to suit each platform's unique characteristics. This includes optimizing image sizes, video formats, and captions for maximum engagement.

Engage with Your Audience

Encourage conversations by responding promptly to comments and messages on every platform you're present on. Building relationships helps foster loyalty and encourages further engagement with your followers.

Timing is Everything

Schedule posts strategically by considering peak times when your target audience is most active on each platform.

  • On Facebook, aim for mid-morning or early afternoon.
  • Twitter sees higher engagement during lunch breaks or evenings.
  • Instagram thrives in the evening hours when people have more free time.

Remember that consistency is key across all platforms.

By implementing these cross-posting practices, you can create effective cross-platform content that resonates with your audience while saving time and effort in managing multiple accounts simultaneously.


Cross-Posting Mistakes

Avoid the common pitfall of inadvertently alienating your audience by making cross-posting mistakes that can lead to confusion and a disjointed online presence. When implementing a cross-platform social media strategy, it's crucial to be aware of these mistakes and take proactive steps to avoid them.

One common mistake is failing to tailor your content for each platform. Remember that different social media platforms have their own unique features and user expectations.

You risk diluting your message and appearing out of touch by simply copying and pasting the same content across all platforms. Instead, take the time and effort to adapt your content to fit the specific platform's format, language, and audience preferences.

Another mistake is not optimizing your keywords for each platform. Keywords are essential for visibility on search engines and improving organic reach. You miss out on potential traffic and engagement opportunities by neglecting to include relevant keywords in your cross-posted content.

Stagger your posts strategically throughout the day or week to maximize exposure while keeping things fresh for your followers.

By avoiding these cross-posting mistakes and investing the necessary time and effort into tailoring your content for each platform, optimizing keywords, and timing your posts effectively, you can create a cohesive cross-platform social media strategy that resonates with your audience while maintaining a strong online presence.

unique content for posting on different platforms like twitter

Why Should You Create Unique Content For Each Platform?

Creating unique content for each platform allows you to authentically connect with your audience and engage them deeper, building trust and loyalty. While cross-posting can be efficient, there are times when it is better to create original content for each platform.

One situation where original content is crucial is when you want to tailor your message to the specific requirements of each social media platform. Each platform has its format and features that allow you to showcase your content differently.

Another reason to create original content is when you want to target different audiences or niche topics across multiple platforms. Each social media platform attracts a diverse set of users who have varying interests and preferences. 

By creating unique content for each platform, you can effectively cater to these different groups and increase engagement.

Creating original content allows you to stay relevant and up-to-date with current trends on each platform. Social media moves quickly, and what works well one day may not work as effectively the next. 

While cross-platform posting can save time and effort in some cases, creating original content for each digital platform allows you to authentically connect with your audience on a deeper level by tailoring messages, targeting different audiences or niche topics, and staying relevant to current trends.

facebook ads

Consider Paid Promotion to Boost Your Audiences

Consider using paid promotion to amplify your audience reach and boost your content.

In today's fast-paced digital world, it can be challenging to stand out among the sea of social media posts. That's where social media ads come in handy. Investing in paid promotion ensures that your content reaches a wider audience and increases engagement.

Hootsuite offers social advertising capabilities through its platform. You can create targeted ads that are tailored to specific demographics or interests, ensuring that your message is seen by the right people at the right time. This kind of precision targeting can significantly improve the effectiveness of your campaigns.

Incorporating paid promotion into your cross-platform social media strategy expands your audience and gives you valuable insights into what works best for your brand.

cross-posting strategy across social networks

Create Your Customized Cross-Platform Social Media Strategy Today

Creating a cross-platform social media strategy is essential for reaching a wider audience and maximizing your online presence.

You can increase brand visibility and engagement with your target audience by leveraging multiple platforms. Interestingly, studies have shown that businesses implementing cross-platform campaigns experience a 24% increase in customer engagement compared to those focusing on a single platform.

This statistic highlights the importance of diversifying your social media efforts and encourages you to embrace cross-posting as part of your marketing strategy.

Don't miss out on the opportunity to connect with more potential customers across various platforms starting right now!

Frequently Asked Questions

How can I investigate how my competitors approach social media?

To investigate how your competitors approach social media, analyze their followers and engagement rates. Look for any interesting statistics that reveal their strategies and use this information to inform your own approach.

What are the best times to post on social media?

The best times to post on social media vary depending on your target audience. Experiment with different posting times and analyze engagement metrics to determine when your followers are most active and responsive.

How can I measure the success of my cross-platform social media strategy?

You can measure the success of your cross-platform social media strategy by tracking key metrics such as engagement, reach, and conversions. Analyze data from each platform to see what's working and adjust accordingly.

What are some best practices for cross-posting on social media?

To cross-post effectively on social media, focus on creating unique content for each platform, tailor your message to fit the audience and platform, utilize hashtags strategically, engage with followers, and measure the success of each post.

When is it better to create original content for each platform instead of cross-posting?

It is better to create original content for each platform when you want to cater to your audience's unique features, preferences, and expectations on different social media platforms.