Stop Cross-Posting to Social Media!
I have been saying it for years now:
Your content needs to be tailored to your audience on each platform to see value.
And now Google has:
Any way you slice it, cross-posting is a bad idea (with a few exceptions)
If you have the same followers on more than one social media platform (and most of us do), automatically generated cross-posting can look like spamming. Too much of it and there is no reason to follow you on each site. Or you could simply be ignored on each.
The opposite applies as well.
If you auto-cross post, you run the risk that none of your posts are seen or only seen once. Taking the time to spread out the postings provides a greater opportunity for them to get visibility and create multiple impressions.
Rather than a chance for that person who follows you on five sites to see the post 5 times, automatically generated posting significantly reduces that possibility. They cannot be in 5 places at once. Unless the post remains in the feed or they flip between sites.
Marketing 101 - it's all about the impressions. It used to require at least 7 impressions before you could expect a return. That number, with all of the clutter, is now likely 3-4 times greater.
And if they do see the post multiple times?
Cross-posting ignores another basic fact.
If your post didn't catch your reader's attention the first time, what makes you think it will the second or third time? See it too often and the reader will start to tune it out. Think about how you respond when you are the reader.
Varying the content or the image, switching from image to link or link to video doesn't change the message, only how it appears to the reader. The same post published 3 different ways with the same message increases potential reach AND engagement. It increases the likelihood of it resonating with your reader.
Yes, that means more work.
If you aren't willing to make the effort or don't have the time, don't expect results. If the firm you hired uses this practice as part of managing your social media, you're wasting your money too.
Take the time and do it right.
Thank you Google for acknowledging this practice as ineffective and eliminating the option from YouTube!!
Now let's see who listens!
#tsomedia
I use my digital marketing experience to help small businesses teams plan, execute strategies and succeed with their social media and marketing!
6 年This is true. But the problem goes deeper than just spammy content. Most business professionals STILL do not understand simple, BASIC relationship building. Network group, after network group, etc would rather promote speed dating than relationship building. If you don’t understand your personal role in a relationship, your problem is not only poorly created and executed content it is ........
WordPress Agency Owner
6 年If a piece of content is good and we still want to hit all platforms with maybe tailored text, how staggered do you recommend the posts be?