Picture courtesy of http://phuketmediacompany.com/
Our choice of social mediums is dependent on our specific goal for our virtual presence. For my personal accounts, I try to keep them separate because I don’t want to share my crude tweet or Instagram pics being displayed on my Facebook wall for my coworkers to see. From a non-profit/business point of view, it is helpful
to have many platforms connected in order to maintain a consistent online voice and transparency, but at the same time, SMSG also suggests that connecting and sharing everything across all platforms can be overkill. For example, Twitter has a different “pace” than Facebook; Twitter demands more upkeep and more frequency of posts. Facebook is better served for more sporadic postings that may be lengthier or more in-depth than a Twitter post. If a non-profit shares all their Tweets on their FB wall, their FB audience may become overwhelmed and decide to un-follow that organization.
140 Characters emphasizes the importance of having a consistent online voice across all social media platforms. Having a consistent voice allows our online followers to be able to understand our intention and delivery of a message. Since Twitter, for example, gives a limited amount of space devoted to expressing thought, limiting what the author can do to construct a complete thought with personal tone. Consistency of tone creates for readers a voice for them that is recognizable and easily interpreted. Irony was one voice that the book said was the hardest to get across to readers and the most important to maintain consistency of. Keeping a consistent voice across all social media platforms allows our online audience to understand your voice and intention better by understanding the kind of language and word choice you choose to use to express yourself. Cohesion of all our social mediums is also important for establishing our impression on our virtual presence, whether personal or professional. My organizations which I have been following seem to have good online cohesion between their social mediums and a consistent look and voice they are trying to get across, based on their audience. The social platforms they choose to share information is important too, because based on their target audience they need to choose what social media to use more frequently.
The Pew report had many good statistics regarding the role of social media platforms working for the good of the arts and other organizations. Social media does give organizations the ability to virtually (no pun intended) connect all their online platforms in a way which helps their org. grow and have a larger impact online and off and gain more exposure. Interestingly enough, the research also showed concerns (the same ones which I have) about having such a large media presence. The research talked about how “digital distractions such as ringing cell phones and audience member texting are a significant disruption to live performances.” Although this is talking about distractions during art performance, I think this is still true for our daily life performance. Being connected is great for exposure and virtual growth, but at what point is it too much? People who are passionate enough about something should still be willing to do some more work besides clicking ‘like’ on someone’s page and actually going out of their way to physically be present with that person, or organization. Social media gives people the opportunity to be present online, which is sometimes an excuse for not physically being present.