Cross Platform Promotion or CPP refers to the effective utilization of all social media

Social media

The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...

 platforms, such as Twitter

Twitter

Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...

, Facebook

Facebook

Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...

 and LinkedIn

LinkedIn

LinkedIn is a business-related social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. , LinkedIn reports more than 120 million registered users in more than 200 countries and territories. The site is available in English, French,...

 in an holistic manner sharing content across platforms to provide a cohesive brand

Brand

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...

 message. CPP "defines the synergetic partnership between social media platforms to bring about the greatest content exposure", as coined in a 2011 book, by authors Sarah-Jayne Gratton

Sarah-Jayne Gratton

Sarah-Jayne Gratton, née Camden is a bestselling author, television presenter and former theatre performer. She is married to author and columnist Dean Anthony Gratton.-Early life:...

 and Dean Anthony Gratton

Dean Anthony Gratton

Dean Anthony Gratton is a bestselling author and columnist, specialising in wireless communications. He is married to author, television presenter and former actress Sarah-Jayne Gratton née Camden.-Early life:...

.

CPP is often performed using software applications

Application software

Application software, also known as an application or an "app", is computer software designed to help the user to perform specific tasks. Examples include enterprise software, accounting software, office suites, graphics software and media players. Many application programs deal principally with...

 such as TweetDeck

TweetDeck

TweetDeck is an Adobe AIR desktop application for Twitter, Facebook, LinkedIn, Google Buzz, Foursquare, and MySpace. Like other Twitter applications it interfaces with the Twitter API to allow users to send and receive tweets and view profiles...

 and HootSuite

HootSuite

HootSuite is a social media communications dashboard often used for online brand management. It publishes to websites such as Facebook, Twitter, Google+, LinkedIn, Foursquare, MySpace, and WordPress. It also publishes to Flickr, Tumblr, and YouTube via HootSuite Apps...

, which allow the user to submit content to all their chosen social platforms under one application ‘roof’, thereby maximizing Return on Investment

Return on investment

Return on investment is one way of considering profits in relation to capital invested. Return on assets , return on net assets , return on capital and return on invested capital are similar measures with variations on how “investment” is defined.Marketing not only influences net profits but also...

(ROI) and time spent on social media activities.