It’s important to maintain a presence on the social networks your customers (or potential customers) are using, and there’s going to be overlap among them in terms of what your followers are looking for in the content you share.
That doesn’t mean, however, that you should publish every piece of content you produce, on every social network, in the exact same way.
Each site has its own character, its own strengths, its own language—and you should be exploiting these unique qualities to get the most out of your marketing efforts.
Master your tone.
You should take the time to present your content in a way that shows you’re competent and professional, but also engaging. Aim for a tone that’s less formal than that of your website, but more formal than that of your personal Facebook account.
Understand your “timeline.”
One of the pros of Facebook is the news feed, which includes lots of different kinds of content and arranges it based on time, popularity, and relevance. Because of the news feed’s organization, your posts have more longevity than would on, say, Twitter, and can reach tons of people, both within your network and in your friends’ networks.
You can share your content on your business page as well as your personal page, and you’ll get a boost every time someone likes or comments on it. You can also pin your content to the top of your timeline, or highlight it on your business page, increasing its visibility. Since Facebook gives people lots of chances and ways to consume your posts, you’ll want to share content that will remain relevant for more than a day or two.
Post interesting "Shareable" Videos and photos.
Facebook is also an ideal place to post videos and photos. That’s because it’s easy for other users to share your images and videos.
Tag, tag, tag.
Facebook’s support for metadata and rich previews gives you the freedom to do and say other things in your own caption. You can, for instance, tag friends, public figures, companies, or locations by typing the @ symbol before their names. This will make your content visible not only to those people and places, but also to their friends and followers, greatly extending your reach.