Today, there is a virtually endless array of social networks available to individuals. Blogging is possible on Tumblr and WordPress, whereas Twitter requires an abbreviated form of writing. Facebook allows users to post text-focused content as well, though the service now heavily relies on visual mediums such as images and videos. Moreover, Instagram bases almost the entirety of its UI to images and videos with only a small text box for written content.

With such a vast number of options for posting, users should have no trouble finding the right platform for their content. Unfortunately, users often fail to utilize the proper platforms for their specific form of content. Even some major companies post the same content across every social network in the same fashion every time.

I consider this a case of trying to fit a square peg in a round hole – only digitally. Content varies, and the platforms used to display said content should vary as well. With such a diverse selection of networks to choose from, people should be using every platform differently based on the content they wish to publish. Streams of consciousness should go on blogging sites like Tumblr. Direct, immediate communication should take place on Twitter. Images and videos will look best on Facebook and Instagram.

Professionals, in particular, need to understand how content is received across each platform. In order to effectively communicate a message, a social media manager needs to choose the proper tool for the job. Stop trying to fit an Instagram-shaped peg in a Twitter-sized hole.