Okay, who am I kidding? It’s not mostly my own fault; it’s totally my own fault.
I promised myself that I would rid myself of the “Shoemaker’s Children” syndrome in the New Year 2014, and so this is my first attempt at a cure.
I was writing my own 2014 Social Media strategy (and accompanying tactics) this morning and I was struggling with the idea of “cross-posting” content from one social media outlet to another. I have many dear friends who are social media professionals and who post the same exact content on Twitter as they do on Facebook and their own blogs. It used to annoy me to no end to see the same content published over and over. I didn’t get it.
But I get it now. After further consideration, it does make some sense to cross-post. For example, not everyone who follows me on Twitter is also aware of my Facebook page or my blog or even cares about either. My Twitter followers are a different segment and a completely different breed of user than my blog followers, and viva-versa.
The key is to talk to your audience independently and appropriately, depending on who you are talking to and where. That’s Marketing 101, right? Right.
So, lets get back to the whole point of this post and why I sometimes cross-post from both Facebook and Twitter:
- Sometime the post is too long and contains too much technical information (as in the case of my rant on “Smarter Link Styles”). In these cases, I’ll mention the blog post on both Facebook and Twitter and direct the user to my blog if he/she is interested in learning more.
- On Twitter I am limited to 140 characters. That dictates that I be thoughtful about expressing my ideas and content and provide the user with a link to more information if they care. That information can live on my Facebook business page, or my own blog, but I prefer my own blog (see next point).
- For the most part, social media vendors (like Twitter and Facebook and Pinterest) “own” your content. When you clicked the “I accept the Terms and Conditions” box as you signed up, you basically gave them the right to use and distribute your words and images in any way they feel appropriate. I like to have some control over where my work is consumed. I prefer that it’s on my own website. You don’t have to “give away the farm”….keep a little search engine equity for yourself.
- Analytics. With Google analytics and their custom URL builder, I can see who visited my page, how long they stayed, where they came from, and what other pages on my blog they thought were interesting. This data provides me with valuable insight as to what my users are interested in and how I can better serve them. Many social media platforms are now offering what they call “analytics”, but what they are really offering is very generic. They don’t give you any actionable data to work with (see an example from one of my Pinterest accounts below).
My final thought is this:
It’s okay to “share” your pie as long as you owned the pie to begin with (and that you keep a little bit of the pie for yourself.).