How do you decide what kind of content to post on each social platform: LinkedIn? Anphabe, Facebook? Twitter?

This is new territory and the social rules are still being worked out. Here are my thoughts on what content to post on Facebook. I think the principles can translate into the other social media as well. I see two types of users and thus two types of posts (content). One is the social user that is well, socializing. They are not explicitly trying to get a message out. They are posting things about themselves and their ideas and seeing what others are saying/doing. The second type user is an advocacy user. They are promoting themselves, a business, idea or value.
In Facebook we can see how the two types of users interact in the same space well, as long as there are “social boundaries.” A moment of “oh my” happens when someone fails to get it and has a “values” or “political” war and doesn’t realize that FB is not the place to duke it out with your fifth cousin twice removed.
A Facebook social user posts personal stuff. I expect that. They have allowed me into their social life.

If I want to be an advocate of my values or business, my “friends” may “unfriend” me. My business workers or relatives may be uncomfortable after seeing my posts. Everyone does some advocacy if they are saying anything at all. But if they want to be a regular advocate, they need to use a different means within Facebook. I can get away with frequent advocacy messages of my business or values by having a “fan page.” My “fans” don’t have to be to my “friends.” I may not let my “fans” access my personal life. I may not want my business associates to be “friends.” They can be fans of my business related “fan” page. I may have several values or business “fan/group” pages. They may not be “fans” in everything I advocate.

Fans have “opted in” for advocacy. When they become a fan, they expect that type of message. A fan page is no place for personal stuff. A business that I am a “fan” of is not my buddy. When they act way, I’m not fooled.

I see LinkedIn, Anphabe as business related social interaction at its best. Social users are getting value. There are job postings and it is a way for headhunters to “find” potential employees. That is an advocacy use and by-product for those who use the platform. It is a draw for others to join the platform. Many try to use it as advocacy for their business by self-promoting while commenting. I don’t see it as exactly a fax pas. It’s more like putting up with an ad. Everyone knows it for what it is.

I’m not much of a Twitter user but it seems like the best use is pure advocacy. To use it to tell me what you’re doing every moment (social user) seems pointless. That is unless you follow a “star” (which is really advocacy) and in that case – get a life.