Whenever I speak at conferences or to professional groups I talk about readers/users/costumers "social media language." Every online media consumer has one they prefer.
The social media world can be confusing to businesses who are trying to reach out to consumers. They often tell me they feel like they are just spewing out the same information on every channel. I explain that you must be in all places in order to "speak everyone's language."
When a social media savvy person (which really is every person between the ages of 13 - 55) finds a product, company or brand they like they will follow that brand in their preferred language.
My social media language is Pinterest. If I like a brand and I see the little red "P" at the top of their web page, most of the time, that is where I will follow them. When my friend Elaina finds a product she likes she follows them on Instagram. Others will choose Facebook or Twitter. Social media helps consumers process information in the way they prefer. I'm a visual person. Elaina is community oriented as well as visual.
It's important for a company looking for brand believers to be everywhere. The trick is to know how to tell the right message in each social media channel.
Let's use the example of a restuarnt who is using social media in a successful way.
Pinterest: Post recipes from the chef.
Instagram: Post photos of the daily special and behind-the-scenes photos from the kitchen. (Sealegs Winebar does a great job at this.)
Tumblr: Create a page that glorfies food and their core beliefs about food with beaufiful photos. (I don't know any restuarant that does this well which is a shame!)
Flickr: Post photos of menu items in albums by season and share them with the community. Invite bloggers to download them for review.
Facebook: Run contests, post photos of daily specials and share news about the resturant. (Driftwood Kitchen does a good job at this.)
Twitter: Interact with the foodie community (Zov's does a good job at this, here.)
Yelp: Claim your business, post photos and respond to reviews: both negative and positive. Offer a coupon upon check-in.