When you have an item to share on Twitter, Facebook, LinkedIn, Instagram and other accounts, it’s tempting to cross-post the exact same content on all of them and be done with it. However, you run the risk of repelling audiences with repetition – or content that doesn’t fit. Automating your social updates with cross-posting is not the answer.
Each social channel has its own rules, practices, audiences and quirks – so trying to make one piece of content fit every format isn’t effective.
Consider Instagram’s love for clever hashtags and banishment of hyperlinks as part of posts. Those hashtags won’t play as well on Facebook, where the hyperlink gets great traction. Cross-posting may provide an appealing level of efficiency, but it also comes with a disenchanting level of effectiveness and lost engagement.
Cross-promotion involves tailoring content to each social media network. The process is more time-consuming but the ROI is worth it. If you have your core messages defined, cross-promoting can be pretty easy.
Where cross-posting may seem lazy or robotic to folks who follow you on multiple platforms, cross-promotion suggests that your brand is human and relatable. Adapting your content for each platform allows you to speak the language of that platform, hold your followers’ attention and get the most possible engagement.
First, make sure your posts maintain the human element. Provide points of interaction in your posts – ask questions, request opinions, engage followers and be sure to respond to them personally.
Consider these best practices to max out your engagement:
As with any social media strategy, the proof is in the ROI. Let us help you build a stellar social media presence today.