Multi-Channel

The term 'Multi-Channel' in social media strategy describes just that—strategically using several social media platforms (or 'channels'), each having its distinct features and yet working in concert with the others, to post content and interact with a target audience. A business might use Facebook, Instagram, Twitter (now X), and LinkedIn, for instance, but not in the same manner or with the same message on every platform. Not all audiences are on all channels, and not all audience members engage on the same level.

Each platform tends to cater to different 'types' of content and conversation, and on each platform, an audience tends to prefer a different kind of relationship with the brand that's trying to sell them something. Yet, on all of these platforms, businesses need to find a way to create some kind of 'synergy'—that is, presence and resonance on all platforms so that they might amplify their content and reach a way larger base. Practicing 'effective' multi-channel marketing really amounts to practicing 'effective' social media marketing in general but with a greater focus on the presence and performance across platforms like these.