Let’s be honest: no one has enough time to be on every social network. Okay, maybe some teenagers, but otherwise no one.

Not you, not me, not a single one of the Social Media Gurus and Internet Marketers on the planet can be on every social network, not even all the major networks.

By ‘on’ I don’t mean casually or occasionally using a network. Posting an Instagram of your Thanksgiving Dinner last year doesn’t make you ‘on’ Instagram. Going to Twitter only when your favorite celebrities are feuding to see their Tweets doesn’t make you ‘on’ Twitter. Scheduling brand posts from Hootsuite to a half dozen brand pages doesn’t make your company ‘on’ all half dozen of those networks.

Being on a network means something very profound, a deep sense of intimacy with the features, layout, and users of the network and a certain syntony with the social ecosystem. It means partaking in an online culture, in which network design and demographics interact to inform and enforcenorms, customs, taboos, and other signatures of group identity.

Facebook, for example, is primarily an online culture built around real world friendships, family, relationships, old college roommates, and other such real-world connections. Additionally, to some degree this also extends to the overlap between your social connections and theirs (i.e. people are more likely to meet someone through Facebook if they share a common “Friend”). It also hosts a rich diversity of groups, causes, online communities, and other such subcultures of the network.

Twitter, on the other hand, is primarily a culture of following: the majority of Tweets are created by a minority of Power Users, and this is even more true as it pertains to retweets. Beyond Power Users and their disproportionately large and passive followers, Twitter also supports diverse subcultures and communities, often finding each other through the use of hashtags which may or may not be trending at any given moment.

Pinterest, meanwhile, is a heavily visually-driven social network, and what constitutes a good Pinterest description is different from what constitutes a good link description on Facebook or a good tweet on Twitter.Content marketing through social media doesn’t work very well when it doesn’t appreciate and account for these unique differences and qualities of different networks and their users.

Think about that: by helping your visitors share great posts, you not only help your own content perform better, you also improve their social media experience. The domino effect then begins as this then enhances the experience of their connections and followers, and anyone those connections and followers reshare it to, and on and on down the line.

This is the essence of Network Effects: when some users of the network share great posts, which are seen and shared by others, who in turn are seen and shared by others. That process begins, in most cases, with great content that invites and encourages sharing, and the rules of what defines great content varies from network to network.

And when those visitors who shared your content to their networks are rewarded by Likes, Shares, Comments, Follows, and other forms of social engagement, it breeds an even deeper affection, even fandom, for your content.

Consider the example of Facebook Video vs. YouTube: as Facebook has made it harder and less attractive to share YouTube videos on their network, views of Facebook Videos, which benefit from 1st Class integration with the network itself and a default autoplay feature, have gone way up, as have reports of YouTube videos being pirated and uploaded to Facebook.
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