Each social media platform has different users that are engaged, and those users want to see and interact with different types of content.
This makes social content marketing all that more complex because company's must tailor the content they distribute in order to benefit audiences in different places and in different ways.
The only way to know for sure what content resonates with your audiences on different platforms is to test it and adapt your content strategy based on results.
However, this is a brief overview of what users on each platform are looking for:
Facebook Facebook Users like to interact, to be engaged. They want to participate in a conversation. They want to feel part of something and be related to on a more personal level. In a nutshell, this means you do not simply regurgitate news by posting articles and information. Use interactive media. Ask questions. Post conversations that inspire and motivate. Get them involved.
Twitter Twitter Users like things to be quick (which, of course they have to be when limited to 140 characters). They like links and short tips. They also like photos and videos they can click on quickly, and short quotes seem to appeal to the Twitter audience. With your Twitter posts, aim to inform, entertain, network and inspire. Then share links to sites that do the same. Make sure you use hashtags with keyword phrases, too.
LinkedIn LinkedIn Users are professionals seeking professional information. Link to relevant and informative articles. Use only highly professional and well-respected resources. This doesn't mean that posts should be stuffy or overly academic. Not at all. Just know that LinkedIn users trust what they read on LinkedIn as being accurate, so you want to provide them with beneficial information that is also bang-on. Using keyword phrases in your posts is also of benefit.
Pinterest Pinterest users like images. Go figure. Pin images that will inspire users to take action or will solve a problem they have. Use humour, entertain, make them think and above all...have fun.
Google Plus Google Plus Users are largely tech-savvy and interested in information related to technology and strategy. This may not be a fantastic resource for social engagement for many of you, however for Google rankings it is GOLD. Use keyword phrases in your posts and link back to your site often.
On all platforms, sharing your original company content (ex: blog posts) is very important. This increases your credibility, benefits your audience, and helps you build a stronger relationship with them, as well.