5 mistakes you should definitely avoid when cross-posting


In this article, we will show you the negative aspects associated with cross-posting and how you can Avoid the 5 biggest mistakes in cross-posting. Cross-postings are also called crosspost or multipost and describe the Multiple publication of a post on different social platformsThis means that the discussion on a topic is divided into different networks. At first, this sounds very simple: great content should definitely be published on the social web – why not kill two birds with one stone and share the same post on Facebook, Twitter, Google+, etc. with one click?

1. Every social platform is different

Photos or videos work particularly well on Facebook, Twitter is known for communication via hashtags and Pinterest is where recommendations are made. If the same post is shared on these platforms, the individual benefits of each platform lost. The permitted text length is defined differently in each network. While Twitter only allows 140 characters, a much longer text can be written on Facebook. The Integration of links and images is different in every network. In addition, Call to Action are described differently in each social network. The Facebook user is asked to like or share the post, whereas Twitter asks them to retweet and favorite it instead. Functions such as the hashtag on Twitter now work on Facebook too, but the benefit there is significantly less and not yet developed enough to incorporate this into a post.

2. Generic postings do not add value

Social media is primarily used to communicate with fans or followers. communicate and a Building communityIf readers notice that a post is reproduced exactly on all channels, the impression is created that the company is lazy and does not take readers seriously. Publishing a post multiple times on different platforms can not only result in a bad mood on the platforms, but also a image damage of the brand. To give users a added value to offer, it is not worth clicking on copy and paste. If you want to maintain your community, you have to put work into the posts. Only then will a social media strategy pay off.

3. The post does not fit the network

Not only the functions on the platforms differ, but also the user groups and the network. Interests or demographic values the number of users are just two small factors that differentiate platforms in the social web. Although there are networks that are similar in their functions or content, nothing is the same. The approach on each platform must therefore be designed differently and cannot simply be adopted from others. Facebook is a little more suitable for everyday use, while topics about the world of work are discussed more on Xing. Every network has a unique selling pointthat every brand can use to develop its own To strengthen imageOf course, the following always applies: Content is king!

4. Time and labor savings equal zero

The assumption that cross-posting saves time is unfortunately not entirely correct. In order to publish the posts, each network must still be accessed individually. After writing the post, the respond to comments or interact with users This shows that the time savings from cross-posting are limited.

5. The post does not match the account

Not all readers need to be informed about events, locations or dates. This is especially the case when a company manages several sites. When an event is published, only local readers need to be informed.

However, this does not mean that a content or link can only appear on one social media channel. Quite the opposite: content that is important for the communication of a brand or company can appear on different platforms. However, depending on the network, the posts must individually designed and adapted to the users This is particularly beneficial for users who are not equally active on all platforms. Instead of cross-posting, cross-promoting should be done. It is important to to publish posts at different timesIn order to still have a good overview of all social media channels, there are various tools that can display all relevant platforms together. With one click, a social media manager can supply all channels and still design the posts individually.

The most popular cross-posting apps:

Hootsuite is a tool that is mainly suitable for Twitter, but can also be used for Facebook profiles/groups or pages. Up to 5 social networks can be collected in a free account. More networks can be added with a monthly fee.

Buffer shows a good overview of the linked accounts to save time. Posts can be prepared individually in the app and posted at different times.

With the tool IFTTT 80 different channels can be saved. Posts can be designed and planned in advance. IFTTT can also be connected to other apps such as Pocket or Evernote, making everyday work clear and easy to view.

Cross-postings should never be part of a successful social media strategy However, the same content can appear on different channels. If the Network functions taken into account and the Addressing users If adapted, content can be communicated well. There are various tools that can help you get an overview of the different channels.

Nadine Ciecior

I grew up with the internet and, alongside my studies in media and communications management, have been working in online PR and social media for several years. New social networks, apps and digital trends inspire me even beyond my work.

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