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All social networks are not created equal. Each social network has it’s own idiosyncrasies and requires a unique approach when sharing content. This doesn’t mean you can’t share the same news article on multiple channels, however it is not sufficient to solely link your Facebook page to your Twitter feed and call it a day. You must first understand the ways in which users engage with each social network and tailor your message accordingly. If you’re posting on Twitter your message must be concise and to the point. Be sure to include relevant hashtags and twitter handles. On Facebook, users are more likely to interact with rich content like photos, videos and links. Also, consider the demographics of your audience on each social network. You can utilize free tools like Facebook Insights or Followerwonk to obtain this data.