Just because you can autopost, doesn’t mean you should. To automate cross-posting from platform to platform is a sure way to be ignored by your audience (intentionally or unintentionally).
Your audience deserves more respect. The platforms deserve respect. Things can go wrong — really wrong — with sentences being truncated or links missing. It will reflect on you as a brand poorly.
Just don’t do it.
Distribute Content Effectively
Here’s my analogy about why I believe auto crossposting is a huge content distribution mistake. Be intentional instead.
Efficient isn’t always effective.
When I worked for a trucking company in 1991, I had to type freight bills on a typewriter on NCR paper (younger folks may have to Google these terms). The freight bills were four to seven sheets thick because so many people had to get copies. Now, in that case making copies is efficient and effective.
A trend I noticed in 2011 that doesn’t seem to be fading is auto crossposting. I see duplicate, triplicate, and even quadruplicate versions all over the platforms of the day. It may be efficient but is it effective?
Cross Posting and Social Media Influencers
This is the elephant in the social media strategy room.
In my world, often the friends we want to support the most, although enthusiastic, are some of the greatest offenders.
We hint, tweet out great articles, with no avail. Passive aggressive tweeting, although cathartic, results in no behavioral change.
Thinking to myself about a blog post on cross-posting. Mmm. Where to start. 1. Don't do it. 2. See Rule #1. But it must be longer than that.
If you insist upon posting the same content, simultaneously, on every platform, your audience will have to make a choice. I will have to make a choice.
It is impossible to effectively manage an audience on all platforms. If you don’t log in, you won’t notice their replies. An audience is a responsibility.
Why shouldn’t you auto cross post?
Noise: According to , the ideal posting on a Facebook Page is one post every two days whereas on Twitter it is one to four posts per hour. The expectations of users on Twitter and Facebook are different. What seems normal on Twitter is spam-like on Facebook. If your Page posts too frequently, you may be unliked.
Venue: Every venue has a niche. You don’t try to fit The Dave Matthews Band in the House of Blues and you don’t have an up-and-coming singer-songwriter play in Central Park. Each venue dictates the behavior. If you’re not sure what behavior is acceptable, then watch what others do and read articles that discuss best practices.
Conversation: Try to drive the conversation using questions. People have opinions and they love to be consulted about them. Tweets have a lifespan of about a minute. LinkedIn, and Facebook Pages all have the luxury of nested comments. That is a fabulous tool to get some input and generate talk about your company/brand.
Content: If I am connected to you on LinkedIn, then I expect a certain type of content. Guy Kawasaki, in a seminar in Orange County, said that Facebook is a “photo economy” and Twitter is a “link economy.” That is to say, photos get a greater response in Facebook and links get the most response on Twitter.
Variety: Mix up your social media postings. Maybe post a photo on Facebook and say “Does this make you smile? Why?” Only post it there. Maybe post a different photo on Instagram. Save LinkedIn for great articles about your industry that are geared toward professionals. Post nearly any of that on Twitter — just not at the same time.
Appropriateness: Though they function, hashtags have no business on Facebook. When is the last time you clicked on a hashtag on Facebook? The culture doesn’t use it. LinkedIn and Instagram, however, allow users to follow hashtags as well as click on them.
Authority: Double and triple posting shows you have no regard for your audience. Is that the image you want to convey? Social Media is comprised of communities. Communities have unspoken rules. If you’re not picking up on them, then you’re going to get blocked, ignored, or unfollowed either literally or figuratively. You’ll loose your authority in your marketplace.
Just because you can, doesn’t mean you should.
I could eat pancakes with jalapeños but I don’t think my stomach would appreciate it. Jalapeños are great on nachos, not on pancakes.
I’d like to challenge you to reevaluate your social media practices.
Log into the individual social media sites and unlink all of your accounts. Post natively. See if your interaction goes up. I double-dog dare you.
When I saw this post on Amy’s profile, I had to ask permission to cross-post it here. Often we just need to hear the fundamentals of social media to reinforce what is true.
I’m not an expert. I’m an enthusiast when it comes to Social Media and Facebook. For my personal brand, I prefer Twitter, but that’s another post altogether.
Nothing frustrates me more than getting a friend request from a business, group, band, restaurant…whatever. Why?
Because it is wrong.
I realize nobody reads Terms of Service when they sign up for ANYTHING. I only do about 50% of the time I sign up for something. But, if you are any of the above mentioned, you are violating those terms by making a regular account (where you have to add friends) and, basically, doing it wrong. Not only that, but you’re limiting yourself.
A regular account can only have 5000 friends. If you have a business (or band, etc.), do you want to have LESS THAN 5000 customers/fans??? What business wants to put a limit on that?
A fanpage (the RIGHT way) allows people to “like” you and they don’t need a friend request or to add you as a friend. Don’t you want people to see what you do right away? Aren’t you trying to make it in this world? If people have to wait for a friend request to be granted, they’re going to lose interest and go ELSEWHERE. Straight to your COMPETITION.
You can have multiple people as admins, meaning more than one person (a trusted person, mind you), can update the profile and respond to posts. You can add/remove them SUPER easily.
Fanpages don’t annoy me. That’s safe for everyone on the planet.
I’m not the best at what I do. I can’t even claim to be an expert, or a guru, or even a goddess. What I can say is my life is social media. It’s my paycheck, my personal brand, and what the majority of my day is spent on. I know what’s wrong and I know what’s right.
Do what I say. Oh, and don’t send me a friend request from a business. Or a band. or a bar. Or a restaurant.
With time management, you can literally tweet and reply to mentions in five minutes a day. Pair this activity with checking your email in the morning. I promise you have time. Put it in your calendar. Do it every work day for a month. Then look at your stats. You’ll never regret it.
You have time to tweet. I promise.
One of the reasons given frequently for not using Twitter is the lack of time. I think you can maintain an account with under 2000 followers with a minimum of five minutes a day. Like any skill, frequency, not duration, is the key to learning.
Try five minutes in the morning and when you feel comfortable add another five minutes after lunch or in the evening or after lunch.
The more time you spend on Twitter replying to people, the more you will have staying power. Remember that Twitter is a conversation. Use lists. Resist the urge to press retweet.
Mange Twitter in Five Minutes
Though this screencast is dated by 2019 standards, it shows the time spent. It’s best viewed in full screen mode.
Why am I on LinkedIN? Well, it seems either someone wanted help with how to use it or someone else was looking for a job and wanted a recommendation or I felt that I was socially compelled to accept the invite. For whatever reasons I’ve maintained my profile all of these years, I’ve never taken it that seriously until a couple of months ago.
I used to describe, and for the record I think it is still accurate, LinkedIN as an organic resume. That is, it is living and active, and I sought only to connect with people I actually know or worked with. During a conversation on Twitter with @PamAnnMarketing I was told that LinkedIn isn’t a resume, it’s a business card. I realized that I better get my custom URL.
Well, that was a huge chore and for all of the benefits of LinkedIN, it’s user interface could use a bit more work. (Maybe now that they’re on NYSE, they will fix this.)
Kill Two Birds With One Stone. Manage your public settings right in the same spot where you are given the option to customize your URL. Now, if your intent is to use LinkedIN as a business card, then you should have a photo that is visible to the public. I am in agreement with Sean Jackson at Copyblogger about the photo:
Don’t get clever with your picture
No one will recognize you if they can’t see your face. The best pictures have solid color backgrounds with your face taking up as much of the frame as possible. Sean Jackson | Copyblogger
You can click and unclick some of the other options and massage your public profile to your own delight, but let’s get down to the URL. (more…)
