Posting content across several social media platforms can be time consuming. One approach some businesses take is to post the same content across all channels to minimise the time needed to manage a social media advertising campaign. For your business, time is a resource, so it is easy to see why you might want to save any hassle and simply reuse content; posting it multiple times to Twitter, Facebook, LinkedIn, Tumblr, etc. But there are many issues with this that can have an adverse effect on your organisation in the long run, and it is important that you are aware of the dangers of social media cross-posting before making such an error.
Cross-Posting is Counterproductive
There are numerous benefits to taking the time to customise your content for each social media account or platform. Doing so negates the problems of cross-posting which include:
Platform Differences: Each social media platform has its own ecosystem and encourages its users to interact in specific ways. In order to stay relevant and effective, your business must engage with customers using these established means. For example, a Twitter account uses language such as “RT” to convey something specific to Twitter users. It’s asking users to “Retweet” the update and spread it around. If a Twitter update using this is then posted to a Facebook page, such a phrase is meaningless because there is no way to do so via that ecosystem. Businesses must stay relevant within each social media platform, and to do so content must be catered to the platform on which it appears.
Account Differences: Your business may need more than one account on a social media platform. This could cover different locations, but it could also include profiles which deal specifically with an individual product or service. When this is the case, cross-posting can still be a real issue. For example, let’s say your company has two Facebook pages, one covering Europe, and another, the USA. You couldn’t cross-post competitions or product announcements which are relevant to only one location as they wouldn’t be relevant across the board. Likewise, if your company produces two types of unrelated product marketed to two very different demographics via specific Facebook pages, you wouldn’t want to cross-post between the two – other than some cross-promotion which is an entirely different approach.
Company Reputation: By cross-posting you give customers no reason to follow your business on more than one social media platform, as they receive nothing unique in doing so. Furthermore, potential customers will look at your social media campaigns as lazy, which will hurt the reputation of your company. Customers want to feel that they are valued. By providing them with uninspired and reused content they will feel that the necessary care and attention to detail is not being placed in the running of your brand. This can seriously damage consumer trust and directly impact sales.
Getting Cross-Promotion Right
The best way to avoid these issues is to create platform and account specific social media posts which will engage with your existing customers, and attract potential ones – content which will significantly boost your sales by taking advantage of each platform’s specific ecosystem and user-base.
As we mentioned before, time is a resource you can’t afford to fritter away. For this reason it is best to hire an experienced digital marketing team who know exactly what to post and when to post it, taking the hassle away from you, letting you focus on more pressing business matters.