To post the same thing on multiple social networks or not?

To post the same thing on multiple social networks or not?

Social media is just an online extension of our offline, social behavior. When something interesting happens you may tell a story about it at work. You may also tell that story at lunch the next day, at a bar and again that weekend at a party. Only a jerk would call you out and say “hey you told that story at the bar the other day!” Sure, some people may of been at both the coffee shop and the party and if so… who cares. Not everybody was there. If you’ve heard it already, realize that not everyone else has. Same thing goes for social media – if you’ve read it already on another social network, just keep scrolling.

The funny thing is it’s always the “social media experts” who are so big on the anti-cross posting bandwagon. What if someone really values what you have to say, because you are indeed an expert, and they don’t want to miss your valuable posts? To get everything you have to say they would need to follow you and keep up with you on every network you’re on? That’s crazy. If someone wants to keep up with you they should be able to follow you in one place and get what they need. If you’re on multiple networks let people choose which one they prefer to follow you on, but that shouldn’t mean they now just get 1/3 of your posts.

Now some claim different networks have different audiences and therefore deserve different content. There is certainly truth to that. Your friends or followers on certain networks may be weighted toward certain demographics. For example, my Twitter is certainly more industry based whereas Facebook is more personal. However I still have personal friends that are only on Twitter and personal friends that are only on Facebook. I think it’s fair to say nobody has 100% the exact same connections on multiple networks. If you do then you should just pick one and drop the others otherwise what is the point?  If someone wants to post something they would like all of their friends to see there is nothing wrong with posting it in a couple different places to make that happen.

Cross posting only bothers “social media experts” because they are like the guy who is at your office, the coffee shop, the bar and the party. They hear your story every time you tell it. That’s their problem, not yours.

I’m not a huge fan of automating everything so that it instantly posts to all of your networks, but I certainly don’t think there is anything wrong with posting something everywhere you have an audience.  The thing you don’t want to do is automatically post your facebook messages to twitter. If I’m on twitter I don’t want to have to click a link that takes me to Facebook to see your post. That kind of cross posting is bad. But simply sharing an article or photo on both twitter and facebook? Nothing wrong with that!



  • Very good article. i absolutely agree. Whenever you publish a post, only a fraction of your followers will actually notice your post. Even if you have people following you on multiple networks, the chance that they notice that they actually see your post on all channels is very limited. It is much more important that you consider the specific options the networks provide for promoting your posts. Specific posting formats can make a big difference on the performance on each social network. While #hashtags work fine for Twitter and Instagram, they don’t work for Facebook or LinkedIn. Facebook users prefer short posts, while Google+ users engage much better with longer comments.
    If you are using social media automation, it is much more important to take this into account. Many automation tools don’t allow you to tailor your post or message to the specific format of the network you want to post to. Posts work much better with personal comments, asking questions or encourage your readers to comment, like or share. So, if you choose social media automation tools for cross-posting, choose tools that let you customize and schedule your posts for the various networks, so that they don’t look automatic.

    • Adrian Kahwajy

      Well-said! However, the recent Facebook change to tackle what they call “engagement bait” makes it hard for brands to engage users by simply asking them to “like” or “comment”; it’s time for us to get creative!

  • AVision

    Thank you MoDassic for this wisdom. I am new to the social media atmosphere and want to get off to a great start. This topic is something that I have researched a little because I have the email midset when it comes to social media. If you have ever gotten email blasted by an outside company that represents multiple clients you can’t delete fast enough, you are a little weary of automation. I don’t want to bring this type of climate to my social media prospects, but I do want to have a great rotation of information that helps bring awareness to my clients. Thank you !

  • Rebekkah Dooley

    ‘Cross posting only bothers “social media experts” because they are like the guy who is at your office, the coffee shop, the bar and the party. They hear your story every time you tell it. That’s their problem, not yours.’

    Load of crap. For one – links work on FB posts and not on Instagram posts. Tags that you post on Instagram will not work on Facebook. Instagram posts just posted to twitter require the user to click OUT of twitter to view the full post, again with useless tags. If you want to use the same content, fine but it absolutely should be edited for the applicable platform and to suggest otherwise is just plain stupid.

    • Rebekkah Dooley

      Actually can’t believe this was written by a marketing agency.

    • modassic

      We actually agree with you! When we talk about sharing the same content on multiple networks we certainly aren’t suggesting it shouldn’t be edited to work with that platform. We do not endorse the idea of auto-posting the same thing everywhere.