Ben and Jerry's has millions of passionate followers on social media, and it keeps them engaged by tailoring specific content to the networks that it posts on - Facebook, Twitter, Instagram, Pinterest, and Google+.
The ice-cream maker's use of different images for each site ensures that it hits the right spot, wherever its audience is.
Let's take a look at how Ben and Jerry's capitalised on Valentine's Day...
On Facebook, Ben & Jerry's focuses on light-hearted posts that encourage likes, comments, and shares.
On Twitter, it sizes its images to be seen fully in the news feed (no expanding necessary) to get the most exposure possible.
On Instagram, the ice-cream brand plays into the arty, creative culture of the app with a carefully-composed shot aimed at a more affluent audience.
On Pinterest, Ben and Jerry's prioritised their "Love" board, which contains lots of "quotes" posts, which are very re-pinnable.
And it even catered to its fans on Google+, re-purposing its Twitter post, but cropping the image into a square to fit best on the platform
Do you have a similar strategy for the social networks you use? Let me know in the comments below!
Andrew Macarthy is a social media consultant and the author of the #1 Amazon Web Marketing Bestseller, 500 Social Media Marketing Tips.