It’s 2014. Stop Cross-Posting Between Social Networks.

Filed in MY BEST POSTS, Social Media by Matt McGee on February 7, 2014 9 Comments

stop-handI’ve had enough. I keep seeing businesses and organizations auto-posting the same messages on different social networks. You can get away with it sometimes if the message is generic enough. But you can also make your company look lazy and dumb. And you can easily annoy potential (or existing) customers.

Lazy, dumb and annoying … is that what you call social media marketing?

The most common scenario that I see is businesses and organizations cross-posting to both Facebook and Twitter at the same time. Here are three reasons why that’s an accident waiting to happen, complete with several examples as evidence.

It Makes You Look Lazy

Look, we know you’re busy. Running a small business is tough. It’s time-consuming. You need all the help you can get. So if you can save a little time by sending one message to Facebook and having it cross-posted to Twitter … wow, so convenient, right?

Except when you forget that you’re auto-posting to both places and write your messages just for one audience.

Three tweets … each one directed to people on Facebook. Does that make any sense? No. It looks lazy.

It Makes You Look Dumb

You also look dumb, because sometimes you include calls to action in your Facebook status updates — “like this” and “timeline that” — and, of course, your followers on Twitter are seeing that and thinking, Are these people dumb? There’s no “like” button on Twitter!

But it’s not only a matter of looking lazy and dumb….

It’s Annoying

Consider these two examples:

Twitter can accept photos, too, and they show up right in the timeline. It’s really convenient. But in the case above, I can’t see your photo unless I feel like clicking through to Facebook. Guess what? I don’t. It’s annoying.

And here’s an example from one of my favorite local businesses:

Your friendly staff will … WHAT? You posted to Twitter, but I have to go visit Facebook if I want to see the full message? Annoying.

How Your Customers & Potential Customers Feel About Cross-Posting

Listen, don’t just take my word for it. Here are a couple tweets that caught my eye from friends who feel the same way that I do.

And believe me, there are a lot more than just the three of us who feel this way — including a lot of your customers and potential customers.

Turn off the automatic cross-posting to multiple social networks. You have different audiences on each one. And if you don’t have time to dedicate to multiple social networks, then just put up a message on your unused profiles indicating which social network you’re most active on. That’s a lot better than looking dumb and lazy while annoying people on social networks that you don’t really have time for.

(Stock image via Used under license.)

Comments (9)

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  1. Arnie Kuenn says:

    Great examples Matt. And if you have G+ or LinkedIn hooked up via Hootsuite or another tool, the same thing can happen there. Heck I even get a little nervous about scheduling updates :-)

  2. David Iwanow says:

    Ah yep it’s true that it’s lazy but it doesn’t take much to adjust the message or make it platform agnostic message so it doesn’t matter. I noticed an old client still does it even after I instructed them several times to correct it…

    Somethings are apparently just too hard…

  3. If the comment is generic enough and doesn’t call out any type of social media outlet, it’s absolutely acceptable to cross post. Since there are different platforms, there are different audiences…unless you have a stalker!

    • I agree with Nancy. They are completely different audiences and it’s OK to share across the different platforms.

      The post is more a case of ‘stop sharing your Facebook messages on Twitter’, which I agree with too.

    • Matt McGee says:

      But the fact that you have different audiences on different networks is the exact reason why you shouldn’t cross-post. You wouldn’t take your newspaper ad and just show it for 30 seconds on TV as a commercial, would you?

      Since you have different audiences on different social networks, you have to customize your messaging. Cross-posting is a huge fail because it assumes that each audience is the same.

  4. roberto anz says:

    GREAT POINT . question would it be better to post to facebook via twitter ?

  5. Scott says:

    I agree w/ Nancy, and think your title should be revised to “Stop Cross-Posting STUPIDLY Between Social Networks” ;)

  6. Jeric says:

    Facebook and Twitter have different language and environment. If they will just redirect me to their Facebook post every time I see their tweets, then I will just unfollow them and like their Facebook page instead.

  7. So true the voice and style is different on all the platforms, the simplistic view of one autopost out just won’t engage at all. So many need to lift their game in this regard nive work for the upfront poke at this :)

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