Social media is the new marketing. Plain and simple, your business is behind the times if A) you are not on social media, and B) you are not updating and maintaining your pages (yes, pages) with interesting, stimulating, and compelling content. Marketing on social media takes a lot of time and care, and many businesses fall into the habit of cross-posting their content. Cross-posting, as it pertains to social media, means placing the same text on all social media platforms. While sites like HootSuite, Buffer, and others are convenient and definitely useful for scheduling posts, your social media manager should be aware of a few of the pitfalls and adjustments that need to be made for each platform. We do advocate for using services like these (we use Buffer for most of our social media posts), but we want you to know why cross-posting on its own is a bad idea.
Cross-posting, when done incorrectly, can give off the impression that you do not care about your social media marketing. Each social media platform has its own nuances, and ignoring these formatting issues for the sake of brevity makes it appear as if getting your message across is not important. For example, a post with a hashtag will get your keyword trending on Facebook and Twitter, but has no place on LinkedIn. By the same token, you will get nowhere asking for “Likes” on Twitter. Although all social media exists for the purpose of getting people to communicate with one another, each site has its own quirks, which cannot be ignored.
Incorrect cross-posting is also a bad idea because it potentially hampers engagement. When a prospective customer goes to either your Twitter or Facebook, they do not want to be directed to the other site. You want to engage with your fans on Facebook, and not drive them away. On Twitter, you want people to make you a trending topic for a good reason, not because their experience with you was negative.
Cross-posting can save you some time, but it is important to take the time to tailor each post to the format of each site. Social media is essential to your marketing plan, and should be treated as such.