How do I use different social media outlets to feed off of each other?

One of the things we recommend in addition to blogging and social media is to get involved in some relevant online communities and share your expertise! This is an excerpt from a question at American Expres OPENforum.

the question

How do I use different social media outlets to feed off of each other?
I’m using facebook, Twitter, and a blog to promote a 501 (c) 3. How can I use these three outlets (and possibly others) to build brand/product awareness without redundancy and oversaturation?

my response

I’m going to be the contrarian here – forget Facebook for anything other than brand awareness. The center of your online marketing should be your website and you should be creating relevant content on a blog at your website and then sharing that content out to your social media channels (I’d recommend Facebook, Google+, Linkedin, Twitter and leverage YouTube for video). Each of your social media channels will attract different audiences, much like various radio stations. Share your relevant content on all your channels and focus on driving that traffic back to your website where you can market to them directly. Don’t waste your time trying to market to your audience on social media. Use social media to your website.

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