Cross posting is such an effective tool in marketing. It’s even better in social media. It can help save time, maximise coverage and content to reach a broader audience.
But what exactly is cross posting?
Cross posting is the posting of the same content to more than one location. The concept it simple. Take one piece of content and post it to multiple channels. Its sounds easy right? The simple is truth is that cross posting is as easy as it sounds. It’s also so much more efficient. Why sit there, stressing about creating content for multiple different channels, when really, you want to have the same message on all.
However, you do have to put a little bit of work in for cross posting to be effective. Don’t worry, if you’ll love for social is a true as you think it is, this really won’t feel like much work and it should be something you enjoy doing.
Don’t fall for the copy and paste trap
There are two big issues you get with cross posting and I beg you all not to fall for these last little tricks.
One, is connecting your social account to post on all platforms. Nothing annoys me more than seeing a tweet posted on to Facebook via tweetdeck. It just removes the content for the message. From the perspective of an audience (and most audiences are getting a good understanding of social by now) it looks lazy. The poster is so removed from the content.
Two, do not post the same content copy to all social media platforms. This is a lazy trick that my old boss at her run down social media agency swore by. (Hi Mili, yes this is just one the reasons creative people would leave your below average business) Think about it. Each social media platform have a different language. You first have to know this language to be able to post effectively. If you want to know a little more on this, then do check out my blog post on how to use hashtags effectively!
Starting to get it?
Here’s a basic example. Twitter works really well with multiple hashtags. Facebook doesn’t really suit hashtags in its posts, so you have to be more selective on how you market it. Another example, on twitter you also have to be more selective on your copy content. Of course, we now have a 280-character count, but really, that doesn’t allow much room to get your point across or introduce a blog post. Always think about the key points.
Different platforms may have an audience that reacts better to different types of content. If you’re paying attention and practicing your social listening, then you should be gaining an understanding on what content works.
Remember, It’s the same piece of content, we just tweak our delivery to match the network format and language.
Be flexi with time when it comes to cross posting
Cross posting doesn’t mean, that you need to necessarily post out all at once. In fact the biggest luxury of cross posting is that you can be flexible with when you post.
It’s important to consider each platforms peak time. Schedule social media post at each platforms high for each channel and reap the awards. Remember each platform has a unique peak time. Of course, this might change weekly or monthly. So be sure to keep on top.